In today’s competitive business landscape, truly understanding your customers is the cornerstone of sustainable growth. At WATC Consulting AG, we’ve pioneered a sophisticated approach to gathering actionable customer insights through our proprietary Customer Choice Analysis© toolbox. This comprehensive suite of methodologies enables organizations to uncover both conscious and unconscious customer needs, decision-making processes, and preferences – providing the foundation for genuine customer centricity.
THE CHALLENGE OF CUSTOMER UNDERSTANDING
Many organizations struggle to gain meaningful insights about their customers. Traditional surveys and focus groups often capture only surface-level information, missing the deeper motivations that drive customer behavior. As Europe’s first specialized customer centricity consultancy, we’ve developed Customer Choice Analysis© to bridge this gap, offering tools that reveal the complete picture of customer experiences and preferences.
INSIDE THE CUSTOMER CHOICE ANALYSIS© TOOLBOX
Our proprietary toolbox consists – among a few others – of four powerful methodologies, each designed to address specific aspects of customer understanding:
1) Process:Genie©
This electronic tool allows for real-time logging and visualization of customer journeys in close cooperation with respondents. Process:Genie© is a unique software application that enables formalized, yet flexible and detailed logging of customer journeys, including:
- Recording and analysis of durations and sequences of process steps
- Identification of motivations and triggers of actions
- Structured guidance for both interviewee and interviewer
- Consistency and comparability between diverse participants’ answers
2) Repertory Grid
Based on George A. Kelly’s theory of personal constructs, this psychological diagnostic method is particularly effective at uncovering unconscious knowledge. It is ideal for:
- Revealing conscious and unconscious customer needs and motivations
- Uncovering hard-to-describe experiences and knowledge
- Exposing overt and covert cultural values in markets and within organizations
- Minimizing interviewer influence on the observed individuals
3) Conjoint Analysis
Customer Choice Analysis© uses a particularly sophisticated and efficient Conjoint Analysis variant, that can include multiple elements while prioritizing and reducing choice criteria. It helps with:
- Determining customers’ willingness to pay
- Evaluating the relative value of individual offering elements
- Identifying relevant customer segments
- Developing optimal product/service packages
- Predicting market reactions to specific offerings
4) AHP (Analytic Hierarchy Process)
Originally developed for complex decision-making processes, AHP uses pair-wise comparisons and sophisticated algorithms to calculate metric preference profiles. Our online application makes this method applicable for large groups both inside and outside organizations. Applications include:
- Identification of inherent beliefs
- Testing for organizational alignment
- Decision support
- Customer needs identification
- Offering design and investment prioritization
INTEGRATING WITH OUR CUSTOMER CENTRICITY APPROACH
Customer Choice Analysis© forms a critical component of our broader approach to customer centricity. It provides the essential insights needed for the first step in our 6-step Customer Experience Management framework: understanding your customers. Without these deep insights, organizations struggle to define relevant objectives, design differentiating experiences, build internal capabilities, and structure customer relationships effectively.
Similarly, these insights are foundational to our 7-step approach to building customer-centric organizations. By understanding what truly matters to customers, companies can align their transformation efforts with genuine customer needs rather than assumptions.
WHY CUSTOMER CHOICE ANALYSIS© MATTERS
WATC has implemented Customer Choice Analysis© with numerous leading companies across diverse industries. The result: organizations gain not just data, but actionable insights that drive profitable growth through genuine customer orientation.
As the first European consulting company to specialize exclusively in customer centricity, with over 20 years of experience helping leading companies enhance their growth through customer-centric approaches, WATC brings unparalleled expertise to the application of these sophisticated methodologies.
Ready to discover what really drives your customers’ decisions? Contact Patrick E. Koller and the WATC team to explore how Customer Choice Analysis© can transform your organization’s understanding of customer needs and preferences.
