Customer Deep Dive at EBK – customer reality on film

Context

For EBK, the customer's need and experience do not arise in a meeting room but in the customer's own summer house. That is where the product and service are used, judged and remembered.

The Customer Deep Dive challenge

The challenge was to understand customers' actual experience in the circumstances where the need arises — rather than relying only on internal assumptions about what customers experience and value.

• What is the customer actually trying to achieve?
• In which circumstances does the need arise?
• What does the customer experience in practice?
• What creates value — and what creates frustration?
• What can the organisation discover by observing customer reality rather than relying only on assumptions?

EXPERIENCE / Customer Insight Film

Customer Insight Film is one of Cronquist Consult's three Customer Deep Dive solutions. The three solutions — Customer Analysis, Customer Insight Film and The Customer as Co-trainer — can be used independently or combined. They are not mandatory sequential stages.

At EBK the EXPERIENCE solution was chosen because customer reality is best understood where it actually takes place.

What Cronquist Consult did

• Visited end customers in their real summer-house context.
• Observed customers in the circumstances where the product and service are experienced.
• Conducted contextual interviews with customers.
• Documented customer reality visually and on film.

From customer reality to customer film

The observations and interviews were turned into a customer film. It was not corporate video production for its own sake but a customer-insight tool: customer reality → observation and interview → customer insight → customer film.

Bringing customer reality back into the organisation

The finished customer film brought customers' experiences and perspectives back into the organisation. It was subsequently shown internally to 115 employees.

What the case shows about Customer Value Interception

Customer Value Interception is Cronquist Consult's term for the ability to systematically discover, understand, create and deliver the value customers genuinely seek. The EBK case shows the principle in practice: get into the customer's reality, observe, listen, capture — and bring customer reality back into the organisation.