“what motivates people is emotion, not information.”
The Heath Brothers wrote in a newsletter about four somewhat-controversial yet highly effective strategies to motivate your team. The newsletter reveals that real motivation derives from emotion and being able to connect so much with your team that they feel that there has to be change (in other words, they are then inspired to do so). The four strategies listed are: a demonstration, photos or videos, a site visit and a designed environment.
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Bain and Company published a great article on dealing with large amounts of data and how to get the most out of it without it going to waste. The article covers the significance of constantly checking if data stored is going to be useful. More importantly, it explains that large amounts of research is easily trumped by meaningful insights gathered from it.
At Proto Partners, we believe research is the key to gain understanding of customers’ journey. However, we know that it is not the amount of data that makes services more valuable, but the insights that improve and shape a customer’s experience with a company. We analyse and sort through copious amounts of various research to search for meaningful ways to create a simplistic, seamless and enjoyable customer experience. We achieve this by asking the right questions, questions that yield beneficial answers.
“Twenty years ago, business leaders wanted more data to inform their decisions. Today they have so much data available—through indiscriminate collection and easy access to millions of data sets—that decision making has actually become more difficult. Significant insights don’t spring from raw data. Someone has to know which questions to ask of the data and where to find the answers.
Many companies face this problem, as they look to these vast stores of data to learn more about their markets, their customers and their opportunities. In addition to being creative, curious and business savvy, effective decision makers are learning to become more comfortable working with data and more capable of drawing insights from analysis.”
Alexander Osterwalder speaks about how the customer experience (pains & gains) is an integral part of the value of your service.
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Research is tricky to get right. First of all you have got to ask the right people and the right questions. Without these two things, most data collected can go down the drain along with all your time spent gathering it. That’s why it is important to align the focus of thinking with the corresponding brand attributes to create a relatable and seamless customer experiences.
Below you will see that CMS Wire has created an insightful information graphic about transforming research and utlising it so that it becomes completely beneficial. This information graphic visualises the significance of focussing your research and asking the right questions.