Digital Sense

4The Insights Layer

The 2017-plus version of Fletch's statement (an iconic character played by Chevy Chase) would be “It's all 1s and 0s nowadays.”¹ The art and science of turning insights into business growth is where the rubber meets the road for today's marketers and operators. Everything from big data to small data is available as the real-time raw material you are tasked with sense-making into strategic initiatives that drive increased growth and decreased churn.

The Insights Layer of the EMF assists you in answering several foundational questions that will ultimately help you ensure that the right customers remember your name for the things you want to be remembered for, in a disproportionate ratio to your competitors. The Insight Layer (Figure 4.1) is where you establish regular research and discovery cycles both to gut-check your current assumptions as they relate to the foreseeable future and to uncover the new assumptions you will need to flush out, as you make the effort to meet the customer where they are likely to need you/value you in the coming 12–24 months.

Figure 4.1 The Insight Layer: Research

The heart of a great customer experience is that it feels human and reminds us that there are still other humans on the other side of our transactions, regardless of ...