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Ep 95 : Andrea Belk Olson - Understanding Customers to Differentiate, Compete & Build Customer-Centric Culture
Manage episode 350451317 series 3273085
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How can misleading conclusions can be drawn from data? Understanding the differences between data, information and knowledge?
What is an insight & how does one use it to out-compete competition ?
What is the 3 W Ideation process: Why, What & WOW ?
How emotions can overpower logic? How cognitive biases influence decisions?
What are the shortcomings of the Net Promoter Scores (NPS) in understanding customers ?
Andrea answers the above questions and many more as she takes us on a fascinating journey of understanding customers and building customer centricity in an organization. Andrea Belk Olson is a differentiation strategist, speaker, author and customer-centricity expert. She is the CEO of Pragmadik, a behavioural science-driven change agency, and has served as an outside consultant for EY and McKinsey.
She is the author of three books, including the upcoming What to Ask: How to Learn What Customers Need but Don’t Tell You; a four-time ADDY® award winner; and, contributing author to Harvard Business Review, Entrepreneur Magazine, ETC.
Please visit her Company Website https://www.pragmadik.com
Andrea's Personal Website https://www.andreabelkolson.com
Connect with her on Linkedin https://www.linkedin.com/in/olsonandrea1/
Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.
Please visit Jasravee at https://jasravee.com/
Connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/
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Index & Outline of the Talk
00:00 Preview & Introduction to Andrea
02:50 Data, Information & Knowledge - How Are They Different
04:45 Going from Data to Insight, How it is a Key to Unlocking Something New
10:45 Customer Centricity
14:35 3 W Ideation Process - Utilize Customers as Resource for Innovation
20:50 Multiple Perspectives - Understanding a Customer Holistically
23:02 Everybody Needs to Be Mandated to Meet Customers - Not to Outsource Customer Research
27:22 Emotion vs Data - Problems with Extroplating Data to Predict Future Behavior
31:23 Cognitive Biases like Maslow's Hammer - One Tool Being a Solution for All Problems
32:59 Cognitive Bias - Bike Shedding
35:30 Understanding Culture & Global Culture & Involving People from a Specific Culture
40:05 Limitations of Net Promoter Scores - Rationally vs Emotionally Satisfied Customers
44:10 Kickstarting Customer Understanding - Catalyst for Change - Urgent Problem to Solve
47:15 Rapid Fire with Andrea Belk Olson
50:22 Connecting with Andrea Belk Olson
Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd.
Website : https://jasravee.com/
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