The actionable insight that helps prioritise your efforts when delivering your customer experience.

Customer Insight

Brand purpose and customer experience are most powerful when they are grounded in customer insight – insight into the difference you make (or could make) to your customers’ everyday lives.

Whilst it is true that most major companies conduct sophisticated customer research and analysis, what they usually end up with is piles of data.

The challenge is to find the actionable insight on which to prioritise your efforts in order to deliver your purpose and drive your customer experience.

How we help

  • Brand understanding – using existing data and research to review your brand purpose and current company culture.
  • CEM+ survey – qualitative and quantitative research with clients in key segments to build an objective view of top customer loyalty value drivers of your target clients.
  • Customer journey mapping – providing a visual depiction of your current and desired customer experience and highlighting potential touchpoints that will differentiate you.
  • Employee experience survey – with your people to identify their engagement with the brand and also identify the barriers and enablers to implementation.
  • Employee insight – gain absolute clarity around customer expectations and to what extent these expectations are being met.  Using our tested and proven process to assess current levels of customer satisfaction and engagement, we build a comprehensive picture of the key drivers of customer loyalty for your business and your target clients.

As well as a customer focus, this process recognises the vital role that employee engagement plays in the delivery of a differentiated customer experience. We know from our own research at Smith+Co that there is about an 85% correlation between the way your employees feel about the brand and the way your customers do, hence our unique approach combines analysis of your employee satisfaction with customer insight to provide the solid foundation for the definition of your brand promise  and customer experience design.

Video: Where do you get your insight?

Watch out for...

Slicing and Dicing…

…by every single customer segment. Focusing on multiple market segments is good for communicating your promise but useless for defining it. You’ll end up trying to be all things to all people. Focus on your primary target customers, what you stand for as a brand and the value you bring them.

Get in touch...


  • Brand-led Business Strategy ·

The purpose of brands

“Brand purpose truly is a bunch of crap, because it’s disingenuous. You’re saying, ‘My purpose is to make the world a better place’. No, your purpose is to make money". So said YUM! brands CMO Ken Muench who oversees global marketing for KFC, Pizza Hut, and Taco Bell in a recent interview for Marketing Week. In this one sentence Muench manages to get it exactly right, and at the same time, exactly wrong.
Read More »
  • Customer Experience ·

‘There are no customers in the office’ – the benefits of talking to strangers.

Fear of rejection stops us from making the first move. It stops us from speaking to people we don’t know. But think about the first time you met your best friend, your life partner, your long-standing client. All the best relationships start with someone being brave enough to make the first move and someone reacting positively to the person who had that courage.
Read More »

Our Services

Brand-led Business Strategy

A growth strategy that inspires customers and employees


A distinctive customer experience that sets you apart


A culture that enables and empowers employees

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