ACC: Capturing & Leveraging Customer Insights Outline

The briefing program is uniquely positioned to be your company’s “listening post.” Daily, customers in your centers share their company’s challenges and opportunities as well as their opinions of your brand, products, capabilities, and innovations. Are you listening as effectively as you can? Are you reporting the intelligence back to the correct people in your organization — insights which may shape future solutions development, product maps, and business strategies? Participants in this workshop will take time to consider their own approach to this complicated, but extremely important, process and will walk away with actionable ways to make a significant impact on their company’s future direction and bottom line.
Who Should Attend
Briefing professionals who want to develop or strengthen the ways they capture, leverage, and disseminate customer insights.
Workshop Outline

  • The distinction between customer insights and customer satisfaction measures 
  • Capturing customer insights when: planning the visit; executing the briefing; following up on the visit 
  • Techniques and frameworks for gathering customer insights 
  • Strategies to help customers be more forthcoming in sharing their business insights  
  • Critical success factors and potential pitfalls  
Workshop Deliverables
  • Workshop slides
  • ABPM Advanced Competency Course (ACC) credit