Market intelligence to enable strategic decision making

Background

Our client, a household name in the UK insurance market, faced a number of difficult decisions about markets, products, channels and pricing strategies in a changing and increasingly competitive marketplace. Assessing the potential impact of particular options on important customers was vital but difficult to do, especially since any direct questioning might highlight concerns and perhaps initiate defections.

Approach

We needed to enable our client to make the right strategic decisions whilst still retaining customer confidence. This required Morgan Clarke to obtain difficult to access information in an unbiased manner and then interpret the data in a way that had meaning for the client. As a result we made the following contribution:

• Carefully targeted and professionally managed market and business intelligence gathering meetings with client’s customers and ‘non-customers’.
• Captured difficult to obtain information through rapport building and skilful questioning
• Interpretation of the data in a business context, including insights about the key issues and recommendations
• Guidance on how to link the market data and insights with the strategic imperatives of the organisation
• Lively, involving and thought provoking facilitated workshops to review the results, that led to a clear commitment and route to action for the client

Outcomes

• Well thought through and agreed strategic decisions based on a clear understanding of the market place implications
• Agreed action plans that enjoyed support throughout the senior management team
• Client confidence maintained

For further information contact David Thackray on 01306 621600 or by email at david.thackray@morgan-clarke.co.uk