In my last blog I challenged the strategy alignment process and whether companies are adapting their product and services to meet new and changed customer expectations.
Those companies that continue to ‘listen’ to customer feedback will always have an advantage in product innovation or brand positioning.
Recent studies we have conducted, on behalf of clients in both B2B and B2C environments indicate significant insights related to both services and products.
The analysis of verbatim comments, rather than the statistical results are proving to be ‘gold’. Identifying trends in common language and sentiment allows for specific feedback to be matched with specific customer groups.
Interestingly many research projects result in heaps of data. The key is the ability to create action based decisions on the results of the data analysis.
Working with the Senior Teams or the product development groups, dedicated to ‘responding to customer insights’ ensures that product and delivery strategies maintain customer relevance, therefore solving needs and exceeding expectations.
Closing the loop, by communicating with customers on their feedback creates significant loyalty. People love to know they are being heard!
The social media space is proving to be one of the most robust environments to gather feedback and respond effectively.
Perhaps more on that later in the week.
Regards,
Colin