Professional Documents
Culture Documents
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Emotional
Benefits
]
]
Gunctional
Benefits
] ]
^ Attitudes
^ Beliefs / Values
^ Geelings
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³÷ + ³S÷HT
è
dimension B
dimension
« what¶s Ô side the « what¶s V ±
customer¶s mind which what customer is (or isn¶t)
can be acted upon ± doing as a result of causal
causal motivationV attitudeV psychological factors.
beliefV feeling.
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ü
«which can be
An actionable insight is turned into a value
a deepV fact-based proposition and
understanding of financial projectionV
customer behavior and to drive innovative
the motivations which business actions.
drive it«
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