There’s a quote by Debasish Mridha that perfectly captures the MacKenzie approach to customer insights: “Curiosity is the origin of knowledge. Experience is the origin of wisdom.”
The reason this quote is so powerful is that it illustrates how there are two sides of the customer insights coin. On one side, we must always stay curious; pulling on the threads of insight to unveil hidden truths. The other side is experience – or action – which brings to life what we uncover through our curiosity. When both elements are present and working in harmony, we tap into the full power of customer insights.
If you’ve ever been sifting through spreadsheets or pages of charts and graphs wondering what it all means, we feel you. Without a bridge connecting statistical analysis to real-world decision making, they’re just numbers. So, we make sure to build that bridge which converts data-driven insights into actionable wisdom. Since our beginning in 1985, we at MacKenzie have sought to be curious, creative, and customer-centric in everything we do. The goal is to empower our clients with the wisdom and knowledge needed to make informed, confident, and agile business decisions. To do that, we go beyond data analysis and results reporting.
Over the next few weeks, I’ll be sharing key points within our strategic approach that have served us and our clients well. They’re the result of over 35 years working with brands to leverage customer insights in pursuit of both their short-term and big-picture goals. Here’s a quick look at what I’ll be discussing:
Keeping an open mind throughout the process.
This is principle is easier said than done. Whether conscious or subconscious, we all carry biases and preconceptions into new projects – which isn’t necessarily a bad thing. We certainly want to remain open to differing beliefs and alternative solutions, but we can use our preconceptions as starting points and hypotheses that guide our efforts moving forward. Keeping an open mind isn’t simply wiping away all our informed opinions. It’s allowing the process to challenge our existing beliefs, teach us something new, and shift our perspective.
Focusing on the desired outcomes, not the barriers.
The purpose of a customer insights project is to gather and analyze information in ways that lead us to the most impactful solutions. This process may steer us away from what we thought was the best way forward, which can be uncomfortable. So, it’s helpful to let go of our preconceptions about what might be standing in our way. By focusing on desired outcomes rather than barriers, we allow space for creative thinking and outside-the-box problem solving.
Always hold customers and people front-of-mind.
When launching a new project or strategic initiative, there are a lot of moving pieces. It’s easy to get caught up in the operational aspects or other inward-facing factors. However, everything we’re doing is to best serve our customers. We’re also looking to equip our team with the information and resources they need to be successful. So, it’s important to occasionally step back and revisit how our efforts are benefiting the people around us. Maintaining a people-first mindset will help ensure each step along the project timeline is adding on an individual level.
Be sure to following along over the next few weeks as I cover each of these points in more detail. By staying true to these principles, we’ve been able to lead clients through a goal-oriented, people-focused customer insights process that yields meaningful results. Stay tuned!