Incorporating Customer Insights Into Competitive Intelligence Analysis

Newark, NJ, August 14, 2011 --(PR.com)-- Uncovering insights about a company’s customers is essential for developing products and services that deliver value to the customer and generate profit for the organization. But while companies spend millions of dollars on expensive research, how much actionable customer insight is actually being created? How do you unlock insight - and value - from the customer information gathered? Joining-up competitive intelligence and customer insights is one important approach, but fraught with challenges.

Topics covered in this session include the concept of customer insights, a typical organization layout designed to focus on customer insights, and ways for competitive intelligence to orient to and enhance the process of creating genuine insights. The audience will be encouraged to come and share their views and ideas on using customer closeness and insights to make competitive intelligence even more relevant in their organizations.

Held at the PSE&G offices (Newark, New Jersey) on Wednesday, September 21 from 5:20 pm to 7:30 pm, this session is part of SCIP’s multi-chapter eLearning webinar and networking chapter meeting series, exclusive to onsite attendees. Cost is $10 for a SCIP member, $20 for a non-member, and light refreshments will be served. For additional information please contact Robert Bugai, SCIP NJ Chapter Chair, scip1330(at)yahoo.com or Robyn Reals rreals(at)scip.org.

About the speaker
Craig McHenry is currently Director in Specialty Care Market Analytics in charge of Competitive Intelligence for the business unit. He began his career in pharmaceuticals when he joined Wyeth (formerly American Home Products Corporation) in 1991. Since early in his career at Wyeth, Craig has had a passion for and been involved with competitive intelligence. In 1993, he is one of three individuals who played a key role in forming the first Business and Competitive Intelligence function, which evolved over the years into a team he eventually directed, called Competitor Insights. This was one of a handful of groups focused on market specific analysis and decision support techniques. The competitive intelligence group provided intelligence consulting, expertise, and oversight to brand teams, new product groups, and Senior Management. Craig has been a member of SCIP since 1993 and is a graduate from the Gilead-Herring Academy of Competitive Intelligence.

About Strategic and Competitive Intelligence Professionals (SCIP)
With members in over 70 countries, SCIP (formerly the Society of Competitive Intelligence Professionals) is a 3000-member global nonprofit membership organization for everyone involved in creating and managing strategic and competitive intelligence. Education and training have been a critical component of SCIP’s member services since the Society’ founding in 1986. Many SCIP members have backgrounds in market research, strategic analysis, market intelligence, information sciences or science and technology intelligence.

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