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Customers at the Heart of Your Brand

Customers at the Heart of Your Brand

What is the programme about?

New customer insights inspire new products, services or breakthrough communications to customers, and are fundamental to business health. Although technology has made it easier and less costly to gather information, customer insights are not revealed just by statistics.

We help companies engage the talents of their staff to generate insights by defining what a real ‘insight’ is, providing a process that helps to generate them, and then identify those of real value. The experience flexes rational and creative thinking skills as participants learn techniques to use in probing customer motivations and behaviours, and to become more insightful individuals.

Participants are exposed to numerous examples of successful insight and apply the insight process to a real business issue being faced by the business.

Who will benefit from the programme?

All marketers involved in delivering or extending propositions, communicating with customers or contributing to marketing strategy. The programme is also of value to customer service leaders and other teams with direct customer responsibilities.    

What challenges will this programme help you address?

  • Customer-centricity: The programme will reinforce the critical importance of a customer-centric culture.
  • Insight Process: A readily applicable process for developing insights will be presented and tested on a live business issue.
  • Segmentation Application: The insight process demonstrates the value of a well-defined segmentation approach.
  • Fresh Thinking: The programme encourages marketers to stretch their thinking and look for new fresh responses to business challenges through the use of insights.
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Segmentation and Targeting

ST teaches marketers up-to-date segmentation techniques, tailored to their market and business challenges, enabling them to target the most attractive groups with carefully planned propositions and communications

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Turning Data into Effective Propositions

DEP develops capabilities to identify the data that provides the most value, enabling marketers to understand trends and insights into market and customer performance

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Data Driven Insight

DDI provides marketers and data analysts with a range of tailored techniques to turn data into actionable customer insights and new segmentation schemes with which to inform critical brand, proposition and planning decisions

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Managing Market Research Programmes

MR enables marketers to track market changes to maintain alignment with customer and channel needs, preferences and satisfaction by leveraging internal and external data and interpreting trends emerging from this information

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Creative Thinking

CT gives marketers the opportunity to test creative thinking techniques on live business opportunities, providing fresh new solutions across multiple forms, media and channels

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Developing Winning Propositions

WP provides a robust and creative process for the development of new propositions, equipping marketers to identify and scope the size and achievability of an opportunity, drive insight from customer data and engagement, creatively develop ideas to stretch and optimise the proposition and plan for its development and execution

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Marketing Strategy and Planning

S&P draws on a range of strategic marketing tools and concepts to help participants consider ways to improve competitor analysis, boost their understanding of the issues shaping their marketing plans and drive value innovation in their markets. Integrates top-down and bottom-up planning to improve the quality of the overall strategic marketing plan

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Living the Brand

LB addresses the importance of interpreting and executing against a brand’s positioning for the purpose of company differentiation, exploring examples of value creations and destruction in brand value, and analysing existing and ongoing campaigns for brand alignment and opportunities to build and reinforce the brand

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Marketing Through the Digital Lens

DL provides marketers with an up-to-date understanding of the role of the spectrum of digital technology in marketing, enabling future propositions and communications to be properly explored, extended and implemented

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Social Media

SM introduces marketers to the use and context of social media within an integrated mix of marketing messages and campaigns, enabling them to identify where their company is on the social spectrum in terms of presence, performance, exposure and channels, and providing tools and resources to brief and plan social media campaigns Read more...

Aligning Sales and Marketing

ASM – dissipates tensions between sales and marketing, creating additional opportunities and efficiencies by helping marketers understand how salespeople operate and sell, and how marketing can underpin and influence their success

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Developing Powerful Communications

DPC explores how to effectively plan and execute marketing communications as part of a wider campaign, using both direct marketing and more generic brand-oriented communications

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Delivering Value Through Effective CRM

CRM – demonstrates how to find, interpret and apply data to support decision making, heavily tailored to participants’ level of experience, the information sources they have access to, their roles and intended use of the data, and the day-to-day business challenges they face

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Tools

  • Explore your priorities

    Explore Imparta’s thinking through the lens of your business priorities

  • Estimate the impact

    Estimate the impact of Sales training to help create a business case for change

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