Insights and Tips to Put You Ahead
How to Obtain CI when Conducting a Medical Interview
Introduction Health professionals, such as physicians and nurses, can be excellent resources for gathering competitive intelligence. The reason is simple. They are also your competitor’s customers, which mean they can share their experiences and knowledge about a competitor with you. In fact, in ¼ of the Pharma CI studies I work on, insights from physicians […]
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Ten Sources to Tap Without Contacting your Competitor
INTRODUCTION Typical Pharma Competitive Intelligence goals are to assess a competitor threat or to obtain reliable information on your competitor’s sales force size, regional allocation, CHE efforts and presentation tools. Depending upon your methodology, gathering Pharma Competitive Intelligence can place you at risk. For example, too many phone calls to your competitor will alert them. They […]
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Understanding the Impact of “Customer Churn”
Customer churn should be top of mind for all organizations. The importance of a strategically executed customer onboarding program was our last topic. Such a program cements new customer loyalty and commitment. A strong onboarding program also sets the stage for the new customer bringing you more of their business. However, the flip side of […]
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Customer Onboarding Best Practices
Introduction Adopting best practices for customer onboarding is a key factor in client retention and loyalty. Many businesses today are allocating resources to competitive intelligence, mystery shopping and market research. This is in an effort to gain a competitive advantage and increase both share of wallet and market share. However, in my experience, ensuring the […]
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Blending Competitive Intelligence with Market Research
Introduction If you are a researcher, you might consider, as a tactic, blending competitive intelligence with market research in adding value to your employer’s or client’s success. I define Competitive intelligence by focusing on the words themselves: “Competitive:” investigating competitor activities, and “Intelligence:” using your expertise and intellect to analyze that data & information […]
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Customer Segmentation Analysis
In several workshops I was asked to share some tips on how to conduct Customer Segmentation Analysis. So let me share my thoughts in 350 words or less! A single product or service will seldom meet the needs of all your customers. Customer segmentation helps to divide your customers into groups of similar individuals using […]
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How to Manage CI Client Expectations
In order to manage CI client expectations, the first step is having the stakeholder complete a CI Brief which is explained below. manage a CI client expectations A CI Brief serves a number of purposes including: Clarifies what their expectations are Spells out the research goals, competitors to investigate, topics to address among other critical […]
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Sales “Win-Loss Analysis”
Essentially, sales win-loss analysis/research is obtaining insights from your buyers about how your sales team performed in pitching new business. The goal is to get feedback to improve messaging and uncover reasons when they did not win the business. Questions Who else was competing for your business? What were the keys reasons for choosing another […]
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Use CI to Counter Unfair Competitor Claims
You can use CI to counter unfair competitor claims. It is the same energy you use to pinpoint a competitor threat, which can be used to counter unfair competitor claims through “Counter Intelligence”. These skills can help save you dollars by uncovering errors in supplier invoicing and offset claims against you by companies you have […]
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Key Tips to Conducting CI Ethically
How do you conduct CI ethically? Rule of thumb: Collect only information that is within the public domain. While there is validity in this guideline, it is simplistic. It does not advise you how to collect intelligence ethically. The following TIPS do: Tip How Avoid over-complicating CI’s role The more clearly defined the […]
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