Target your internal customers’ needs

Insight teams tend to have many internal clients, all of which have different needs and characteristics.

So how can you meet these needs as effectively as possible?

You need to find a way of adapting your products and delivery channels according to your customers’ requirements.

The best way of achieving this is to start carrying out a more detailed segmentation of your internal customers. You might already have segmented your market according to standard parameters, such as status, function, and product.

However, there are many other ways of categorising your internal clients.

The point is that once you’ve chosen the one that suits your organisation, it can help you to identify the different methods of communication that might work with different groups.

Possible approaches to segmentation

For instance, you might choose to segment your internal clients according to: 

  • Authority – using factors such as seniority; level of empowerment; decision makers versus influencers etc.
  • Role – looking at their function: commercial v non-commercial; specialists v people managers; strategists v planners v doers; customer-facing or not etc.
  • Experience or skills – their years in the industry; insight and research competency; technical v non-technical; listening and communication skills etc.
  • Personal attributes – their gender; attention to detail; beliefs; level of formality etc.
  • Attitudes – whether they are competitive, enthusiastic, sceptical, supportive etc.

Different people use insight in different ways. For instance, one major retailer used personality profiling to identify specific traits in different individuals. Once you understand these differences and their associated needs, you can start to adapt the delivery of your insight so that it has the maximum possible impact.

Client value

When you’re segmenting your clients, there is one other important parameter to bear in mind: which clients are the most important to you? Most Insight teams feel that they are under-resourced – so it makes sense to pay the most attention to those customers that really matter. Look at them first, and identify their specific characteristics and needs.

Only you will know how much detail you need to delve into when conducting this exercise.

Remember to identify the factors that are most important and most relevant to you as an Insight team. Concentrate on these, carry out the segmentation and then adapt your delivery so that it will help you to achieve your goals as quickly, as easily and as effectively as possible.