Reading the case study, what do you think is the value of customer insights in the company and how does the company derive value out of customer insights.

[100 Marks) FORMATIVE ASSESSMENT 1 The Challenge The Solution Southwest Airlines Democratizas Customer insights with Bloomfire St Anithe largest domesticar carrier in the US and employs over 50.00 people. The company was founded 1978 with the stomacratize the skies and make air travel affordable for everyone. Today, the brand differentiates value proportions assential for their marketing team to understand what their audience wants and needs Before 2018 it was challenging for Southwest Airlines' marketing team members to find customer insights, often taking employees between 30 minutes and two hours to find the information they needed. Additionally, the different marketing cams were slond, and employees were often hesitant to share ideas across teams. Southwest realized they needed to make it easier for team members to find and leverage customer insights so that they could continue innovating and delivering the exceptional experiences customers associate with their brand. They needed a tool that would allow them to centralize their customer insights so that their marketing team could easily find and leverage this information. Southwest Airlines first step in improving their insights and knowledge sharing was adopting Bloomfire, which they used to democratiza masearch and insights across their marketing department. They identified a team of Knowledge Ambassadors to act as change agents as the company rolled out Bloomfire. These ambassadors were responsible for answering questions from marketing employees and identifying the knowledge from their team that should be included in the Bloomfire platform The team also promoted a culture of knowledge and insights engagement by hosting a Bloomfire launch party, setting expectations for using the tool to achieve department goals, and modeling the knowledge engagement behavior they wanted to see across the department. Bloomfire helped Southwest Airlines establish a single source of truth for their marketing department to find information related to customers. The platform also helped break down silos between teams and encouraged marketing team members to share their work and ask questions about others' work. "It has people thinking in a new way and thinking outside the box," said Sydney Leonard, Associate Manager of Knowledge Management. Source: https:/bloomire.comcase-studies/southwest-airlines Answer ALL the questions in this section. Question 1 (25 Marks Reading the case study above, what do you think is the value of customer insights in this company and how does t company derive value out of customer insights? (25 Ma Question 2 Examine why there were silos at Southwest Airlines and illustrate how Bloomfire has solved this problem. In examination, further indicate what significance does having knowledge ambassadors have on the transformation jour Southwest Airlines (25 Question 3 Propose how you could further facilitate knowledge sharing at Southwest Airlines given the value knowledge sharir the company