13 October, 2023

Calling all Insight Managers: Do your reports matter?



13 October, 2023

Calling all Insight Managers: Do your reports matter?

Calling all Insight Managers: Do your reports matter?

Getting an insight programme off the ground is no small feat. There are multiple stakeholders to manage, budgets to resolve, a business partner to choose, and colleagues to educate and motivate. So, once you’re there and the scores and comments come rolling in from your customers, the next task is to analyse and share the results in a way which ensures the longevity of the programme (and therefore your job!), and which enables your stakeholders to utilise the information to improve customer service and ultimately, support their roles.  

Delivering reports that matter 

The way you share results of your insight programmes can make all the difference, so how you interpret these outcomes and turn them into actions that matter is important. But before you begin collating data for your report, there are a few things to consider:  

       1. Understand your stakeholder needs

The analysis you conduct needs to align with your stakeholders’ goals, so it’s crucial you identify these prior to drafting any report. There will, of course, be other results which come out of your research which will be new and important and need to be shared. But, by delivering insights which support the direction of the business, or challenge it with evidence-based research, you ensure your reports are relevant, insightful, and engaging. 

We have seen this demonstrated very effectively with clients who are looking at their Voice of the Customer (VoC) programme through a vulnerability lens – particularly for their compliance teams and operational heads. So, demonstrating your business performance in this area can be critical to gaining some traction.

        2. Clarity is key

Deliver reports which are succinct and make it clear that you’re talking about evidence-based research. A good way to do this is by embedding real-life examples and direct quotes of what your customers are saying into your reports to add further credibility to the findings. If these examples are embedded as audio files, it becomes even more powerful when you’re delivering these messages in a live presentation. 

Drawing back on what’s currently happening within the business will help to further establish relevancy of results and the value of the insight programme.    

        3. Start big – go small

With a plethora of insight data at your hands, you’ll have decisions to make on what to report back on to stakeholders and internal teams. An overview of overall performance and the trends you found by tracking target metrics, such as NPS scores, is always a good place to start. Remember to not only highlight areas that have seen change, but also those which were expected to change and haven’t. 

Once you’ve painted the overall picture, you can then dive into the detailbut be sure to focus on the key areas of the customer journey which require attention. To help, consider utilising outputs from the verbatim coding in this respect.  

       4. Celebrate the good

While it’s important to focus on the negative comments which identify what needs to be done to improve performance, never overlook the positive feedback which is received. This can help to further motivate your internal teamsin fact, BetterUp has highlighted positive feedback as a key driver for employee engagement. So, ensure that appropriate and swift feedback is delivered to those parts of the business where customers really value the service which has been received whether this is the product team, frontline agents, IT Project Managers, or any other department.

        5. Find the right format

Deliver reports in a style which reflects your company branding and culture. Where possible, live presentations of VoC results are better. Here, you can bring the report to life, and see firsthand how people are responding, allowing you to adjust future reporting accordingly.

Leaving some time at the end for questions ensures everybody leaves the meeting on the same page, and with the same goals in mind.  

       6. Seek feedback

Ask what the stakeholders might need to see in your reportingit’s surprising how often they may need something from you which might be missing but would really add value to their knowledge and strategy going forward.

Remember, a comprehensive VoC programme will cover all transactional touchpoints of your customer interface, and therefore there will be many stakeholders with a vested interest in ensuring that your customers value the services which they receive.  

Your role as Insight Manager is about the timely and accurate distribution of customer intelligence throughout your organisation and to do this in a way which not only resonates with your colleagues but also accurately reflects what your customers love and what they don’t. 

Want to learn more about making the most of your VoC programme and the insight reports you create from it? We’re here to help. Our specialists can ensure you are delivering engaging and accurate reports that matter and that will drive your teams to success, time after time.  

Contact us today for a free, no-obligation chat about how we can help you. 

Boyden Manns
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