Stephanie Woerner reads MIT CISR's November 2019 research briefing, which was authored by Barb Wixom and Killian Farrell. See the text version and related content at https://cisr.mit.edu/publication/2019_1101_DataMonCapsPersist_WixomFarrell.

Abstract: Data monetization—the direct or indirect conversion of data and analytics into financial returns—represents a key source of economic value for companies in the digital economy. This briefing draws on findings from an MIT CISR data monetization survey of 315 executives, sharing insights regarding the current state of data monetization capabilities and their impact on data monetization performance. The briefing explains that data monetization capabilities are evolutionary and specific to the monetization approach, which means that digital leaders must be persistent and purposed as they make capability investments.

Building Data Monetization Capabilities that Pay Off

This episode of Marketing DEEP DIVES by DENYSE promotes Quantum Customer Centricity (QC2™), a new customer experience model. 

During the discussion, Denyse argues that traditional customer experience (CX) models need to be revised because they are focused too narrowly on customer service and fail to integrate a holistic view of the customer across the entire organisation. 

Her QC2™ model emphasises a multi-dimensional approach, integrating the customer, company, brands, and processes, aiming for quantum growth through small, targeted changes. 

Denyse highlights the benefits of QC2™, including increased revenue, cost savings, and improved employee engagement. 

She also introduces her CATSIGHT™ methodology for maximising information ROI (return on investment), which supports the QC2™ framework.

Quantum Customer Centricity  A New CX Model

This episode of Marketing Deep Dives by Denyse emphasises the importance of direct customer observation for businesses seeking to improve understanding. 

It highlights the shortcomings of traditional market research and advocates for regular, informal interactions with customers. 

The discussion details five key rules for effective observation: attentiveness, objectivity, and contextual awareness. 

These rules, which Denyse proposes, aim to ensure accurate data collection and insightful analysis, which will ultimately improve products and services. 

The episode also stresses the need for cultural sensitivity in international settings and encourages the sharing of experiences to enhance understanding.

The 5 Rules Of Customer Observation

MARKETING DEEP DIVES by DENYSE is a Podcast for CPG Executives wanting to attract, delight and retain more consumers.
In each episode Denyse shares her tips, tools and ideas gathered from her more than 30 years experience working in over 125 countries around the globe.
Denyse is: 📈 Advisor to Fortune 100-Inc 5000 | 🚀 Strategist for mid-sized CPGs | 👨‍💼👩‍💼Leadership Coach | 🎤 Keynote Speaker | 📚 #1 Best-Selling Author | 🌍 Former Global Head of Consumer Excellence at Nestlé

A research center at the MIT Sloan School of Management, MIT CISR helps executives meet the challenge of leading dynamic, global, and information-intensive organizations.

New tracks tagged #customerunderstanding