Collecting Customer Data is One Task, Then the Work Really Begins

Matt Morris, Matt Morris

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Collecting Customer Data is One Task, Then the Work Really Begins
By: Marc E. Carlson
CustomerCountSM Business Relationship Manager

Organizations collect an immense amount of customer data these days. They strive to obtain all kinds of data for the purpose of relationship development,to identify future selling opportunities and build a reservoir of data for future marketing campaigns to name a few. There is money to be made with any and all customer data, we just need to segment data better and more often to monetize our past efforts and share the results enterprise wide. The more eyes looking at the data is surely to result in an “aha” moment which can be shared through proper communication channels for further analysis. Segmentation and data analysis is the key in monetizing customer data, but far too often we do not spend enough time in this task because we give priority to other responsibilities. Ask yourself; “what other way can I segment our customer data that would substantiate or dispel data analysis findings?” Adding one more data segmentation to your Voice of the Customer program will give you that edge in the marketplace you are looking to achieve.


Find Root-Cause of Customer Actions by Asking One More Question

Matt Morris, Matt Morris

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Find Root-Cause of Customer Actions by Asking One More Question
By: Marc E. Carlson
CustomerCountSM Business Relationship Manager

Asking an additional question dependent upon a survey respondents’ answer allows you to gain further granularity and get closer to the root-cause of the respondent’s satisfaction or concerns. Just think about what you could uncover by asking a strategically placed follow-up question on your customer survey.

This function will allow your organization to further segment customer data which the analysts in your organization will love. Who knows, maybe they will be able to coin the next greatest metric for your organization that will inevitably propel your company to new heights. Call your survey vendor(s) up and find out if they can incorporate follow-up or “skip-pattern” questions. If not, find a vendor like CustomerCount who can sooner than later.


Trending: It’s Hard to Argue with History

Matt Morris, Matt Morris

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Trending: It’s Hard to Argue with History
By: Marc E. Carlson
CustomerCountSM Business Relationship Manager

Whether conducting trend analysis on sales, social media, stock price, or the business intelligence received from your customer feedback program, it’s amazing what you can find. I was contemplating where the next good opportunity for me to develop a relationship was and I decided to take a look at my prospect database history to identify what type of message resonated with my prospect(s). Then I took a look at our marketing communications schedule and the results achieved within the world of social media. When overlaying the graphs, a picture began to develop showing me what was working, how it was working, and most importantly why it was working. The same thought process can, and should, be applied to any sized organizations’ customer feedback.

Take a look at the historical data from your Voice of the Customer program and I bet you find a trend, good or bad, that will give you insight on how to position you, your department, division and corporation for continued market penetration. For example, you will see how your customers are changing in the way they want communications from your organization. What marketing messages resonated with particular customer populations and how did they want to buy your services? Were there particular industry events that your business development and sales organizations had success in developing and securing relationships? Consider using trending in your due diligence during strategy planning to support your findings. It is hard to argue with history.


Target Key Accounts with Surveys

Matt Morris, Matt Morris

Picture of Marc Carlson small

Target Key Accounts with Surveys
By: Marc E. Carlson
CustomerCountSM Business Relationship Manager

It is one thing to hear from contacts at key accounts that your organization is satisfying their needs and wants. But do you really think those important contacts are going to openly express their displeasure or ideas for improvement with your sales representative verbally? Most likely not. It is not our nature to feel it is our place to tell a company how they should be conducting business. Generally you only hear about key account issues with your company when receiving notice they are going with a competitor of yours. Now it is too late to survey the key account. To combat this unfortunate situation, employ an annual survey targeting key accounts is a strategic decision allowing your organization to uncover concerns or issues before a competitor gets to your contact and persuades them to switch.