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beCogent Insights Services

beCogent can support clients in gaining competitive advantage by helping them craft fact-based marketing, sales, and service strategies using insights gleaned from customer data. Through a semi-automated managed service, we can offer:

Our service supports consolidation of data across all channels to achieve a 360 degree view of our clients' customers.

Particularly in the current adverse economic climate, which is without precedent in recent history, consumer focused businesses are being confronted with some painful realities around the effectiveness of their pricing and promotional activities. As a result in the severe degradation of consumer confidence, marketers, category and brand managers are finding that the type of promotions that have served them well in the past, are no longer as effective.

It is an undeniable fact that consumer behaviour and aspirations are largely driven by the key pillars of price, promotion and to some extent, brand value. The organisation that understands the potential impact that movements in these three key areas has on their customers, will have a major advantage over competitors who are less well equipped.

Marketing mix modelling, forecasting, price driver reporting and various other econometric techniques have been used in the processing of vast volumes of data to produce powerful insights in support of strategic and tactical business decisions. They have provided the basic underpinning of "go to market" strategies for promotions and pricing strategy for the last decade and a half. Now markets have to face the fact that as a business approach, these may be less effective than they would wish in such a volatile consumer market.

This traditional and rigorous analysis of "past events" limits its impact in a situation which is proving unique to most modern marketers and retail managers. The fundamental challenge to be faced today revolves around recognising the need to use more focused and speedy methods of analysis to support brands, as part of a holistic organisational approach, rather than purely as a function of marketing, sales or, in the context of retail, the buying department.

In addition, consumer expectation is further enforced by newer transactional vehicles, such as the internet, where additional discounts have been offered against high street store prices by vendors keen to increase sales volumes whilst reducing infrastructure and distribution costs. This combined with the provision of price comparison web sites by third parties such as mysupermarket.com and by retailers themselves (Tesco, Asda etc) further increases the challenges businesses face from the well informed consumer customer.

By combining different approaches to customer management via the call centre and users of other transactional channels i.e. the clients sales or promotional website, once analysed, its power and relevance becomes enormous. From a CRM perspective, there are six laws of customer experience;

Away from the high street or shopping mall, beCogent's clients need to be able to understand what hard data is telling them about the consumer's perception of their pricing, promotions and brand value. Their problem is that they are generally awash with data and have no real means of effectively sifting out what the important messages are. In real terms, of all the data a client holds, about 12-15% contains the information key to driving consumer business strategy.

By offering a more focussed and executed approach, beCogent can help clients with business and consumer intelligence, delivered directly to the client's desk by web portal. All of this can be further underpinned by the call centre operation which additionally, could help clients with specific customer treatment strategies, based on need and directly supporting the client's promotional and pricing strategies.

- complete our online enquiry form
- call us on 01236 628 100
- email info@beCogent.com

 

beCogent - The Power of Innovation