Customer insights
Your organisation's biggest challenge is likely one you haven't even uncovered yet. Critical insights revealed by rigorous research increase profitability and close the gap between the services you deliver and what your customers are promised and expect.
Transforming customer needs into insights
Expertise in behavioural and ethnographic research allows organisations to discover exactly what customers need in order to implement actionable customer insights. These insights are points of view, opinions and ideas held by customers about the organisation.
Customer insights uncover the underlying mindsets, emotions, motivations, desires and aspirations that trigger the ways customers behave and act when interacting with a service.
Insights provide information to solve problems that customers encounter when interacting with an organisation. It negates the need for assumptions and is tailored to meet the customer and business needs.
The ultimate goal is to use the insights to create an experience that customers will love, look forward to and recommend.
Insights start with customer research.
Understand the 'why' behind your customers behaviour
Uncover the 'why' behind customer problems and transform them into immediate business improvements
GET IN TOUCHBenefits of customer insights: building empathy and alignment
Gathering customer information involves gathering qualitative data about your customers and their needs. This is then distilled into a number of understandable and easily digestible customer insights. Our customer research page explains how we gather this information in more detail.
Each insight can then become an action item. They can be used to align services and meet (and exceed) the customer's expectations.
Customer insights are valuable nuggets of knowledge about a customer and their experience which will:
- Reveal the "core customer need" for an organisation in the context of a product/service offering
- Re-align and focus an organisation's customer value proposition so it continues to be valid as the business grows and changes
- Predict change and guide an organisation towards innovation
- Identify specific problems customers are experiencing and suggest ways to solve them
- Allow organisations to develop a solid a customer service strategy
Virgin Mobile customer insight successes
By listening to Virgin Mobile customers, Proto were able to develop the 'ideal customer experience' and map a series of customer-tested service initiatives for Virgin Mobile to implement. A major goal was the optimisation of the 'welcome experience', developed to address real and identified customer wants when they arrive at a Virgin Mobile outlet, balanced against business needs.
Understand the 'why' behind your customers behaviour
Uncover the 'why' behind customer problems and transform them into immediate business improvements
GET IN TOUCHWhat clients say
Proto revealed and captured a ton of insights, putting Gumtree in a position where we can take our experience from good to great!
We have been working with Proto for a number of years because their customer insights and ability to execute are second to none.
This is the most comprehensive and strategically powerful customer listening, and staff listening project we have ever done. The outputs have given us a focused roadmap that we will use as the backbone for our growth strategy for the next two years. Thank you.
Working with Proto was a leap of faith, but they have become a major strategic partner in our CX evolution. The work they've developed and the way we've been able to embed it in the organisation has been absolutely phenomenal and we're getting the outcomes we want.
Proto were a pleasure to work with. They were adaptive and responsive and developed a deep empathy for both the client and their customers. The quality of their products and services was outstanding.
Without the customer experience insights from the research program, we would not have been able to identify the acquisition issues that we had. Changes to the customer interactions that led up to financial protection have reduced the outflow rates by 50%.
From an NPS perspective, I have gone Spinal Tap on you guys and gone to 11. I still think the work you did with us, the way you went about it and the deliverables amounted to one of the best pieces of consulting advice I've ever commissioned.
Over the last 18 months, we've constantly referred to the work Proto did for us when designing and developing all the improvements to the app we're making. We've found their work to be highly valuable and has resulted in significant improvements to the MyOptus App that, without their insight wouldn't have been possible.
The outcome of the prototyping has been exceptional and we continue to use the knowledge and expertise that Proto shared with us during their engagement. The icing on the cake for me was that Proto captured all of the insights from the customer workshops into an organisational asset that we now use as an integral part of our toolkit for training and briefing new team members.
Proto's in-depth customer research helped us to uncover underlying customer needs that wouldn't have been possible without an 'outside-in' approach. The team identified the core customer problems and provided actionable insights that enabled us to remove key areas of customer friction and frustration and redesign a credit card experience like no other.
I have worked with Damian and the team at Proto for several years. In this time, they have worked collaboratively with us to build a roadmap of strategic 'outside-in' initiatives that ultimately resulted in a 20 point increase in NPS. They imparted a great deal of CX knowledge, approaches and tools that have been invaluable to the team and the business.
We won the AFR Smart Investor SMILES award for Best Online Broker. This award is based on customer voting and I believe this was as a result of a clearer focus on our existing clients which you helped us to understand.
The Proto team demonstrated flexibility in their approach which made such a refreshing change. They took the time to coach and mentor each of us in a highly creative and energetic environment. Furthernore, they helped us exceed our customer satisfaction targets, all whilst stripping out in excess of 20% of our service costs in under 12 months. Proto helped us to stay focussed on the customer which enabled us to win in the market.
We worked with Proto on an exciting & unprecedented challenge at Optus, to design the customer experience of the future. Damian & the team had high energy & together we operated as 'one team'. Proto worked hand in hand with us to bring the internal team up to speed, & also brought in global experts to work with us to take our deliverables to another level of quality & innovation.
Proto developed a membership strategy that addressed points of friction along our members journey, identified opportunities to improve and clarified the types of engagement that our members needed at the different stages in their career. We were impressed with the depth of insight that Proto were able to bring to the project - as well as the energy and ideas that they helped to generate.
Working with Proto was very much a partnership. We worked hand-in-hand to put CX on the map within the organisation. The team are flexible, trustworthy and do what it takes to achieve the best outcome. If you're looking for a quality agency, providing quality data and insights – Proto are your guys. We received over 90 initiatives from the project of which 79% have now been implemented and we are seeing the benefits flow through!
Proto integrated into multiple simultaneous projects to ensure we achieved the best outcome. They brought real clarity around customer needs, the fundamental elements of our value proposition and provided a clear roadmap of where we're trying to get to. This allowed us to differentiate beyond the traditional proposition. As a result, one customer-informed initiative we developed was loanScore™. This unique innovation helps customers see how good their home loan is and evaluate their options for a better deal.
