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customer research

92% say their business needs to get more closely aligned to their customer

By | Branding, customer centric marketing, Customer experience, Customer Insight | No Comments

In a recent survey by Incite we can see the radical shift between consumers and brands.

Brands are reacting to a three-fold change in their relationship with their customers.

Control

1. Customers have more power than ever before.

2. Thus, their expectation as to what constitutes ‘acceptable interaction’ with your brand is changing.

3. Consumer ‘location’ is changing – you won’t find your target audience gathered around the TV on a Wednesday evening any more.

The main reasons are:

1. Voice:

The rise of social media means that consumers now have an audible voice in the conversation about your brand.

You can hear them. And so can other customers.

Your brand is no longer within your control. Without a passionate and happy set of customers, you will find it very

difficult to effectively engage and expand your customer base.

2. Choice

Customers can no longer be forced to listen to you. In the past, you knew a TV ad during ‘I Love Lucy’ got you into

the living rooms, and consciousness, of millions of potential customers.

“This change in the nature of our relationship with our customers is creating a need to become more customer aligned at all touch points.

Your customers spend increasing amounts of time online, and less time consuming ‘traditional media’. Anyone

who has been awake in 2013 will know the reasons for this – increasing uses of social media to augment/replace

real-world interaction; consumption of media via mobile devices; second-screen viewing; the ability to fast forward

through TV advertising, etc.”

86% of those surveyed by Incite have more data on their customers than they did 5 years ago but most are not leveraging this data.

“ To be successful, we know we have to behave differently with consumers, and deliver solutions that address

their problems and needs – rather than trying to push products that may or may not be relevant, as we have

done in the past.”Claire Burns, Chief Customer Officer, MetLife

Now people can fast forward through TV ads. They can block online banner ads. They can unsubscribe from emails

with one click.

So how do you get more closely aligned to your customer

1. Understand your customers: do some research, surveys and personna profiling so you know who they are and what they want.

2. Be where they are : Become agile enough to ensure you can put together a comprehensive, multichannel customer outreach strategy and play where they play.

3. Be fast: Guarantee you can talk back to customers at the speed they expect.Hymn

4. Get a clearer picture: Leverage new data sources, and desilo current data, to ensure you can build up a comprehensive image of each of your customers – and use it to deliver relevancy

5. Align all staff: To achieve the first three points, a company must become better at sharing insights internally, and reduce boundaries between departments to deliver a unified external voice.

Ask your customers good questions

By | customer centric marketing, Customer Insight | No Comments

The old customer survey. It is coming up more and more frequently lately as businesses now surveyunderstand the power of listening to their customers. Or maybe they haven’t been listening and now are feeling the power of customers ignoring their every attempt to “push” at trying to gain attention.


Here are some key questions to consider when designing a survey.

1. Make it short

The more questions the more annoying for the customer and it might not actually assist them communicating honestly about what you need to know. If your survey takes more than 8 minutes expect a high abandon rate. So small number of highly focused question with questions that are relevant to your customers.

2. Personal

If possible make the survey dynamic. That is use technology to show only the fields that your customer needs to see. Pre-populate.

3. Open questionsfaces

Scale questions have their place but a rating of 1-10 doesn’t allow you to uncover issues that you might not have considered. Let customers identify exactly what they want to communicate to you in their own words.

4. Right format

Surveys can be via telephone, email, face to face on your website etc. The best results I find is from email as long as your list is clean and the timing of the email convenient. (not first thing Monday morning). However taking a email campaign and posting it to your Facebook, Twitter or LinkedIn communities can also be very effective.

5. Feedback

If you give customers access to the survey results (I do a report immediately) then they are more likely to fill it in. Customers want to feel heard and part of a larger solution. Letting customers know they matter and you are taking action is vital. While 95% of companies collect customer feedback only 5% tell customers what they’ve done with it.(Source: clarabridge.com)

6.Feedback Always OnCRM11-300x223

Customers are talking about your products and services all the time. They review, share opinions online and ask questions of their valued communities like Twitter, Facebook, LinkedIn and review sites. Collecting and monitoring these feeds will give you real time date that may identify trends that consolidate your survey findings.

7. Share the results with customers and employees

To improve your customer experience you need to improve your employee’s experience. To do this with customer data is a powerful strategy and unities everyone behind the customer. Prioritising actions out of surveys and feedback help employees feel empowered and engaged.

8. Create a Customer and Employee Dashboard

Measuring key factors that impact customer and employee satisfaction creates accountability and drives change. It doesn’t have to be the Net Promoter Score but it should be something that is meaningful and enhances your brand’s reputation.

For every customer complaint, 26 others remain silent. (source clarabridge.com)

Guide to customer surveys.

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