Your challenge
How well do you understand your customers and intermediaries?
Data can be plentiful while the relationship remains hard to see. Understanding who customers and intermediaries are, what they need and how they engage can reveal where to focus effort and what information is still missing.
What could improve
Better understanding. More useful action.
Insight can strengthen propositions, support acquisition, retention and appropriate cross-sell, and make intermediary relationships more effective. In financial services, it can also help you understand customer needs, identify poor outcomes and support Treating Customers Fairly and Consumer Duty obligations.
The connection to make
- 01Connected information
- 02Relationship insight
- 03Better decisions
How we could help
Working through the question
- 01Agree the customer, intermediary and commercial questions worth answering, including how insight can improve propositions, service and fair customer outcomes.
- 02Assess available data, research and current insight; identify quality, permission and capability gaps.
- 03Recommend how to develop and use the insight, with priorities, ownership and measures of value.
Choose a perspective
Understand the customer relationship
Understand needs and behaviours to strengthen propositions, improve acquisition and retention, and tailor service. Monitor outcomes across customer groups to support fair treatment and identify where change is needed.
How this connects to our work
Seeing relationships across product lines
An initial customer view enabled leadership to examine product overlap and purchase patterns, informing the next questions for customer strategy.
Read the assignment →Making different customer needs actionable
Segmentation improved the relevance, targeting and effectiveness of customer communications and, alongside wider customer insight, helped shape product-level strategies.
Read the assignment →Would it help to talk it through?
Tell us where you are, what feels unclear and what you would like to achieve.