Customer Insight: Building Long-lasting Customer Relationships

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Taeui Jeong, Business and IT Strategy Consultant

Since the COVID-19 pandemic has hit the world, businesses across all market sectors have been shifting from offline to online marketing. Currently, as businesses continue to reevaluate their business strategies using online marketing and communications, customer relationship management (CRM) technologies have become the top-choice for augmentation and innovation. And among the multitude of CRM offerings available in the market, Microsoft Dynamic CRM has been a favorite among organizations that are firmly on their way to streamlined operations built upon strong online presence and customer relationships. However, several organizations are reluctant to adopt CRM tools due to limited technical expertise, lack of comprehensive knowledge on service methodologies and pricing models (subscription-based model), and/or other factors.

Taking the current CRM evolution into account and resolving customer doubts over exorbitant pricing models and service methods, South Korea-based Customer Insight simulates ROI and reduces development as well as maintenance costs to ensure the delivery of effective and affordable CRM solutions. “We define each CX touch point based on its importance in a customer’s journey and our consulting services provides a method of prioritizing the collection of customer data from data traffic-based scoring system,” says Taeui Jeong, business and IT strategy consultant at Customer Insight. Once the company scores every touchpoint, our offering suggests ways to improve the customer experience before finally supporting its customers in designing the IT system necessary to help their clients boost the management of their customer journeys.

Founded in 2003 by IMC expert Harold Jeong and data analysis expert Albert Lim, Customer Insight’s original mission was to show its clients (who were new to storing customer data within databases) how to use customer data to enhance its CRM instead of leveraging a tech-driven approach. Since then, the company has grown to add analysts from global consulting firms to its workforce and transformed its business into a pure consulting services company. As a reliable Microsoft partner, Customer Insight is expanding its business into the IT arena, creating solutions that combine its CRM strategy with Microsoft’s comprehensive solutions portfolio. Today, the company enables its clients to make the most of their customer data by effectively leveraging the gathered data sets to develop strategies that can significantly boost customer experience across all touchpoints. Customer Insight’s unparalleled ability to convert its accumulated 20- year CRM know-how into customer success has enabled the company to become a proven name in the global customer experience arena.

According to Jeong, his company’s services leverage Microsoft Azure as their delivery channel. With Microsoft’s product diversity, Customer Insight can solve all customer demands, from back-end to front-end.

For instance, Microsoft Azure’s proven track record and extensive capabilities enable Customer Insight to create several times the value as compared to its competitors. Alternatively, by combining Adobe’s Experience Cloud and Microsoft’s Dynamics 365 CRM, Customer Insight offers its clients the ability to manage end-to-end customer experiences seamlessly. “We launched our service package as a single product called “Customer ReRx Manager” by combining Dynamics 365, Azure Service and Adobe Experience Cloud, and we are receiving good responses in the Korean market recently,” states Jeong.

We define each touch point in the customer journey, select ones that have an important influence on the purchase decision, and continuously track the touchpoints to assess their significance in future purchases

Discussing Customer Insight’s services delivery approach, Jeong elaborates, “We define each touch point in the customer journey, select ones that have an important influence on the purchase decision, and continuously track the touchpoints to assess their significance in future purchases.” The core value of the company is in its analysis of customer statuses within the CRM framework, which allows it to present an improvement strategy based on real-time shifts in behavior and preferences. Additionally, owing to its emphasis on leveraging customer data for the development of consulting services, data analytics, IT system development, and managed service offerings, Customer Insight is highly competent in providing a strategy that ensures the best results from a customer’s point of view.

With such unmatched capabilities, Customer Insight has ignited several success stories since its inception. A prime example of the company’s customer success is its partnership with Korean Professional Basketball (KBL), where Customer Insight is helping the sports organization build an integrated marketing platform and a mobile app for ticket sales. With Customer Insight’s services, all ten teams of KBL can sell game tickets, communicate with fans, and conduct marketing through one platform. The final marketing environment also includes e-commerce, where you can purchase goods for each team.

The main system that Customer Insight implemented for KBL uses Dynamics 365 and Azure Service as a mainframe and added Power BI for analysis and Adobe Campaign Standard for campaign. To complete this, Customer Insight has benchmarked MLS and many other professional sports cases and as a result Customer insight could been implemented more upgraded model for KBL. KBL's integrated marketing platform model will be extended to other professional sports leagues in Korea from next year.

Presently, Customer Insight is planning to enhance the feature-set of its CRM with digital marketing offerings with the addition of a personalized recommendation model and real-time campaign development by combining weblogs, clickstream data, IoT data and existing customer data. “This shift toward digital marketing is enabling us to capitalize on the opportunity created by companies that are reducing their offline promotions and expanding digital marketing budgets in light of COVID-19,” adds Jeong. In addition, Customer Insight is also expanding into the customer experience management (CXM) area through O2O process design. Moving forward, Customer Insight plans to kick-start its geographical expansion roadmap and increase its footprint beyond Korea to other Southeast Asian nations.

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Company
Customer Insight

Headquarters
Seoul, South Korea

Management
Taeui Jeong, Business and IT Strategy Consultant

Description
Taking the current CRM evolution into account and resolving customer doubts over exorbitant pricing models and service methods, South Korea-based Customer Insight simulates ROI and reduces development as well as maintenance costs to ensure the delivery of effective and affordable CRM solutions. We define each CX touch point based on its importance in a customer’s journey and our consulting services provides a method of prioritizing the collection of customer data from data traffic-based scoring system. Once the company scores every touchpoint, our offering suggests ways to improve the customer experience before finally supporting its customers in designing the IT system necessary to help their clients boost the management of their customer journeys