In-depth customer insights projects – do they have a role in the age of online surveys?
Have in-depth customer insights projects had their day? After all, it’s hard these days to buy even the simplest thing without being hit with a customer satisfaction survey: “Rate on a scale from 1 to 10 how satisfied you were with the service you received today”. Surely the organisations which utilise these tools have all the information they need?
Whilst these data collection vehicles have their place, when someone answers a ‘2’ or a ‘5’ or a ‘10’, the real question which needs to be asked is: “Why?”. It is the stories behind the ratings that can provide organisations with enormously rich and invaluable data. The sort of data that can propel an organization to leap ahead of its rivals in this competitive and fast moving world.
The stories behind the data
If your customer rated you a five, the really important intel lies in the story behind it. Was it that the product or service itself was sub-optimal? Or was it that the salesperson the customer had interacted with had been pushy, or uninterested? Or was your mediocre score a response to the fact that your brand had failed to convey a compelling vision or purpose? All these reasons would require an entirely different response from you, and knowing which reason is at play is vital in being responsive and agile in this VUCA environment.
Nuance and context
Investing in a comprehensive customer insights and stakeholder engagement process which incorporates face-to-face in-depth conversations, context gathering, as well as possibly some online surveys (they have their place), will reveal the whys behind the data. It’s about understanding the nuances that affect relationships and customer decisions; the feeling that your brand evokes; the changing temperature of societal attitudes and beliefs. As Christian Madsbjerg says in his book Sensemaking, it is vital to look at “the Savannah and not just the zoo”. It’s about looking at the context of customers’ decisions – the myriad influences that play into the ‘hows and whys’ of people’s actions. Done well, it should also encompass an investigation into the ways in which your business can respond and adapt.
It is this kind of intelligence which gives organisations real insights that can genuinely inform strategic direction and vision. We are living in the age of insights-driven organisations. These organisations are outstripping their competitors as they listen and adapt to changing customer needs and wants. An online survey simply won’t cut it.
To discuss how we can help you achieve genuine customer insights, deeper layers of understanding, sensemaking from data and intelligent analysis of the meaning in the stories, contact Heidi Todd, on 0421 398778 or firstname.lastname@example.org.