CronquistGroup
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Customer Deep Dive

Customer Deep Dive – from customer reality to customer value and strategy

Customer Deep Dive is Cronquist Consult’s method and service for systematically bringing customer reality into strategy, business development and execution. It offers three concrete solutions: customer analysis, Customer Insight Film and the customer as co-trainer.

What is Customer Value Interception?

Customer Value Interception is Cronquist Consult’s framing of the ability to systematically identify, understand, create and deliver the value customers genuinely need — including needs they may not yet be able to articulate.

Three ways to intercept customer value

The three solutions are alternative or complementary ways to get close to customer reality. They can be purchased and used independently or combined; they are not three mandatory stages.

Listen

Customer Analysis

Customer analysis – from customer perspective to stronger management priorities.

The customer analysis identifies what customers genuinely value, what drives loyalty and where opportunities for improvement exist. Where the available data allows, customer insight can be connected with customer profitability to strengthen management priorities.

  • Perceived customer value, needs and expectations
  • Loyalty, frustrations and improvement opportunities
  • Patterns across customers and potential for greater customer value
  • Connection to customer profitability and economic data when appropriate

Poul Sejer Nielsen Service A/S

A structured Customer Deep Dive involved 20 customers. The analysis connected customer insight and loyalty with profitability, providing a stronger management basis for prioritisation.

Read the PSN Service case →

Experience

Customer Insight Film

Customer Insight Film – bring customer reality into the organisation.

Meet and film customers in their real-world context to make customer reality visible inside the organisation. Observation, contextual interviews, customer visits and visual documentation reveal circumstances, use, frustrations, preferences and unspoken needs. The film is a Customer Deep Dive tool, not ordinary corporate video production.

  • Observation and contextual interviews
  • Customer visits and real-world use
  • Visual documentation and Customer Insight Film
  • Customer reality made tangible internally

EBK

Cronquist Consult observed and interviewed customers in their summer-house context and created customer-film material. The resulting customer film was subsequently shown internally to 115 employees.

Read the EBK case →

Meet

The Customer as Co-trainer

The customer as co-trainer – bring the customer directly into the learning process.

Real customers participate directly in training and development modules. Leaders, consultants, salespeople, specialists or employees can listen, ask questions, challenge assumptions, receive direct perspectives and develop solutions with customer reality present in the room.

  • Direct dialogue rather than a relayed customer voice
  • Questions, feedback and challenged assumptions
  • Reflection on behaviour and service
  • Solutions developed with the customer perspective present

Cepheo

Cepheo’s own customers participated directly as co-trainers in training modules for two Nordic cohorts of 16 consultants each.

Read the Cepheo case →

Cronquist Consult model

From customer reality to execution

Customer reality

Listen

Customer Analysis

Experience

Customer Insight Film

Meet

The Customer as Co-trainer

Customer Value Interception
Strategic choices
Business model
LeaderShop
Execution

What is the customer really trying to achieve?

Direct customer reality helps reveal the circumstances in which a need arises: what the customer is trying to achieve, what frustrates them, what they genuinely value and which problem they are effectively ‘hiring’ a product or service to solve. The need is not necessarily something the customer can articulate in advance.

This is closely aligned with Clayton Christensen and Michael Raynor’s jobs-to-be-done perspective: understanding the task or problem the customer is genuinely trying to solve in a particular situation. Observation, dialogue and real-life contact supplement what customers can answer directly.

From customer insight to strategy

Customer Deep Dive should not end with a report. The working logic is: assumptions → customer reality → Customer Value Interception → hypotheses → ideas → test → learning → strategic choices.

What if…? opens the field before a familiar answer is chosen too early. Cronquist Consult uses ‘systematic chaos’ as disciplined exploration: challenge assumptions and the status quo, generate possibilities, prototype, test, iterate and gradually create synthesis. Chaos is never the goal.

The approach is especially useful for adaptive challenges where an existing technical answer is insufficient. Read about Strategy and Execution.

From strategy to business model

Customer Deep Dive helps discover customer reality and customer value. Alexander Osterwalder and Yves Pigneur’s Business Model Canvas helps explore how the organisation can create and deliver customer value while building a sustainable business around it.

The closest evidence fields are Customer Segments, Value Proposition, Customer Relationships and Channels; the insight can subsequently affect the rest of the business model.

A Business Model Canvas becomes far more useful when assumptions about customers meet customer reality.

Read about Business Development.

Mads Cronquist facilitates strategy work at a large hand-drawn business model canvas with Post-it notes
Authentic strategy work: customer insight is translated into choices about the business model.

From business model to execution

The chain continues: Customer Deep Dive clarifies what customers genuinely value; strategy determines what to prioritise; the business model describes how value is created and delivered; LeaderShop aligns leadership, management and control, customer value and business.

A practical roadmap or performance management board then translates the strategic choices into objectives, measures, activities, roles, responsibilities and timing — turning strategy into action in everyday work. Explore LeaderShop.

Customer Deep Dive as organisational development

Customer insight becomes organisational development when leadership, middle managers, sales, operations, consultants, specialists and employees translate it into priorities, behaviour, products and services, processes, responsibilities and execution.

Read about Organisational Development, or see how the 3H approach connects understanding, practice and commitment.

Related services and methods

Strategy and ExecutionFrom customer reality to strategic choices and action.Business DevelopmentFrom customer value to a stronger business model.Analysis and EvaluationWhen customer insight needs to be collected systematically.

Frequently asked questions

Is Customer Deep Dive the same as customer satisfaction measurement or NPS?
No. Measurements can form part of the work, but Customer Deep Dive looks more broadly at what customers are trying to achieve, what they genuinely value and how insight can shape strategic choices, the business model and action.
Do we have to use all three Customer Deep Dive solutions?
No. Customer Analysis, Customer Insight Film and the Customer as Co-trainer can be used independently or combined according to the organisation’s questions, available data and decision needs.
How is customer insight translated into action?
The insight is used to challenge assumptions, formulate and test hypotheses, make strategic choices and adjust the business model. LeaderShop and a practical roadmap can then connect priorities with objectives, roles, responsibilities and execution.

Do you want to get closer to the value your customers genuinely need?

Let us clarify whether Customer Analysis, Customer Insight Film, the Customer as Co-trainer — or a combination — can best strengthen your strategy and business development.

Start a conversation