BCG顧客インサイトセンターのチームは、インサイトから打ち手を生み出すBCG独自の仮説志向のアプローチの経験を、豊富に積んでいます。同センターはBCGの革新的な顧客中心プログラムを支えるエンジンであり、マーケティング、営業、プライシングなどの分野で、BCGのクライアントとの協働に力を与えています。
BCGの顧客インサイト支援
BCGのカスタマー・ディマンド領域のコンサルティングチームは、ディマンド・セントリック・グロース戦略に関する包括的な知見を活用して、クライアントが競争し、成長し、繁栄できるよう支援します。
BCG’s consulting experts help clients transform their customer journey programs, allowing them to build deeper connections with their customers.
BCG Center for Customer Insightの独自の顧客データは、全世界の企業の将来的な成長に関する優れた情報源です。
BCGのグローバル市場での豊富な顧客データの蓄積は、世界の消費者市場で勝利をおさめる戦略を策定する助けとなります。
卓越した顧客体験を生み出すためのBCGの革新的なアプローチは、クライアントが最高の顧客満足度を実現する助けとなります。
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How BCG Turns Customer Insight into Sustainable Advantage
Whereas the typical approach to capturing customer insights includes research disconnected from strategy, as well as analysis that attempts to answer a given question, we carefully integrate research into broader strategic decision making and inform the most important executive-level questions. And instead of leveraging a massive volume of data from multiple sources, our customer insight experts—consultants who bring strong business acumen to every project—prioritize the data that will best solve the problems at hand.
Through our Center for Customer Insight, we conduct our own quantitative and qualitative research—often using proprietary customer insight tools and techniques, such as MindDiscovery and demand-centric growth, combined with state-of-the-art digital listening tools—to discover the most pertinent information related to customer behavior and thinking. We generate foundational customer insights for industries and markets that do not have institutional or syndicated information already.
These methods enable us to help clients with the following:
消費者ソリューション
- 消費者の未充足ニーズの発見、誘因やペインポイント(悩みの種)の特定
- 顧客満足の真のドライバーの特定
- 商品カテゴリーに対する消費者の利用状況と意識の診断
- 潜在的な選択要因に基づく消費者・顧客タイプの定義
- カスタマージャーニーの理解
商品/ブランド・ソリューション
- ブランド・ポジショニングの強化
- 製品ポートフォリオの最適化
- 商品・サービス・顧客体験の再設計による最適化
- 新製品・サービス・顧客体験の開発・ イノベーション
成長ソリューション
- 成長機会と 需要増を加速できる機会の特定
- ディマンド・スペースやカスタマー・ディマンド・セグメントの特定と規模推定
- プライシング・販促戦略の判断材料となる情報の提供
- 先進国・ 新興市場向けgo-to-market戦略の策定
- 特定の顧客ターゲット向けバリュー・プロポジション(価値提案)の立案
Our Client Success in Customer Insights
Our customer insight consulting team has delivered the benefits of customer insights in more than 4,000 client cases, across 50-plus countries, representing more than 40% of Fortune Global 100 companies. Examples of our work include:
A Global Snack and Beverage Giant
To counter increasing pressure driven by changing consumer needs and increased competition, this global company worked with us to map out the demand and positioning of every brand in its portfolio. We used the demand-centric growth approach to set a growth strategy and enabled a client team to drive action and innovation. The result: shifts from negative growth to positive and from losing share to gaining share as well as more than $1 billion in additional annual revenue sustained over multiple years.
To counter increasing pressure driven by changing consumer needs and increased competition, this global company worked with us to map out the demand and positioning of every brand in its portfolio. We used the demand-centric growth approach to set a growth strategy and enabled a client team to drive action and innovation. The result: shifts from negative growth to positive and from losing share to gaining share as well as more than $1 billion in additional annual revenue sustained over multiple years.
A Cinema Chain in Asia
This company was grappling with changing consumer needs, the deconstruction of value chains, and new competition. Leveraging deep consumer insights we conducted an end-to-end customer experience transformation for a leading cinema operator in India. The result: a reimagined cinema-going journey for consumers—physically and digitally—and a Top 5 loyalty program with a first-in-market personalization engine.
This company was grappling with changing consumer needs, the deconstruction of value chains, and new competition. Leveraging deep consumer insights we conducted an end-to-end customer experience transformation for a leading cinema operator in India. The result: a reimagined cinema-going journey for consumers—physically and digitally—and a Top 5 loyalty program with a first-in-market personalization engine.
A Fashion Brand in Europe
To help this client sharply define a five-year channel strategy, we used consumer research to gather millions of purchase pathways, allowing us to paint a clear picture of the customer journey. Tapping advanced analytics, we helped the company to understand how the channels will evolve and how to craft the role of each channel so that it is fully able to inspire, persuade, and engage consumers in their fashion choices. The result: a clear strategy for distribution and marketing investment, redefined guidelines for communication and brand development, and an updated organization structure.
To help this client sharply define a five-year channel strategy, we used consumer research to gather millions of purchase pathways, allowing us to paint a clear picture of the customer journey. Tapping advanced analytics, we helped the company to understand how the channels will evolve and how to craft the role of each channel so that it is fully able to inspire, persuade, and engage consumers in their fashion choices. The result: a clear strategy for distribution and marketing investment, redefined guidelines for communication and brand development, and an updated organization structure.
A Restaurant Chain in North America
This client was facing sales declines and fading resonance with consumers. Our demand-centric growth approach revealed that the company was the incumbent leader in a large but underserved set of consumer spaces. With this new consumer insight, we helped relaunch the brand and redesign the overall menu strategy. The result: a doubling of EBITDA in the first year of the program.
This client was facing sales declines and fading resonance with consumers. Our demand-centric growth approach revealed that the company was the incumbent leader in a large but underserved set of consumer spaces. With this new consumer insight, we helped relaunch the brand and redesign the overall menu strategy. The result: a doubling of EBITDA in the first year of the program.
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