Customer Insight

No piece of data is too small. Every touchpoint with your business is a moment of truth; the emails they open, the channels they find you on, the items they buy, the items they don’t buy, how much they spend, when they buy, don’t buy and who they buy for.

Every customer is an individual, but they will have shared characteristics with others on your database. We know how to group these together into accurately segmented audiences.
Accurately segmented audiences can then get the right communications at the right time – elevating their effectiveness.

For example, consider a train carriage of 20 people. They’ve all paid the same for their ticket and they’re all getting on at one stop and off at another, so they’re all the same – right??
Wrong! They’re all travelling for different reasons, they’ll do something different when they get there and they’ll come back at different times, and if you want to get really detailed, they’ll all be wearing different shoes. Even if three of them are wearing trainers, they will either be branded or unbranded, expensive or inexpensive, bright or dark, old or new.

You really can drill down into the fine details if you know where and how to look.

And once you do know, you can be more specific in your communications, marketing, and customer care. It can even aid staff training and customer service delivery. For example, if staff on the train know who the working commuters are, they might like to point them in the direction of the quiet carriage with the most plug sockets. Or if it’s a family, maybe being closer to the toilet would be more useful.

Every customer leaves a breadcrumb trail of potential insight. Every touch point with your business is a moment of truth.
The emails they open, the channels they find you on, items they buy, items they don’t buy, when they buy, how much and for whom.

Customers pass through many different touchpoints and only by looking at data collected for each one, can you get a true picture of each and every one of them.

Once we have collated all your customer data we mine through it, to find patterns and trends to both understand how your customers interact with your brand and which levers are available to drive growth and retention.

Seeing Patterns in diverse behaviours

• Some insight patterns are easier to spot than others, meaning your communications may not be as targeted and relevant as you think.
• But our years of experience enable us to fully reveal value-generating insights that have been overlooked.
• We know exactly where to find what’s missing, look at where the gaps are, what doesn’t add up, and never quite did.
• We discover the vital missing links to where the real current and future value sits.

“I’ve worked with TIH for several years now and always look to them when trying to understand a customer and what really matters to them.
TIH will always start with the customer first, understanding that they are an individual with behavioural characteristics unique to them as a person.
This approach is increasingly rare in a world of data and algorithms that promise ‘personalisation’ but so often delivers something more generic and fragmented.
Data needs to be questioned and treated with a level of diligence to get any real value or meaning out of it.
TIH puts the customer at the centre of the journey, in a place where both the individual and the brand can get the most out of the relationship.”
James Flett, Marketing Director, Retail

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