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

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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.


Where oh Where is Our Customer Feedback?

Matt Morris, Matt Morris

Picture of Marc Carlson small

Where oh Where is Our Customer Feedback?
By: Marc E. Carlson
CustomerCountSM Business Relationship Manager

Have you ever worked on a project that would benefit from data from your customer feedback program and not been able to obtain the information or find out who has it? I bet it happens more times than not and you are not alone. Customer feedback data is generally housed in one or two departments within an organization and those departments rarely share this data enterprise wide unless a request is received. Just think how much more efficient your organization would be if customer feedback is on a shared enterprise platform where designated individuals from each department can access feedback to make strategic decisions in a shorter period of time. Review the capabilities of existing vendors helping your organization obtain and report on customer feedback and whether or not the information can be delivered using technology, or an Enterprise Feedback Management (EFM) system versus distributing the information via an email or hard copy reports. If your current vendors do not provide a seamless process of driving customer feedback results enterprise wide, I suggest you look for a new vendor so you can continue to maintain market share…because your competitors are looking at this strategy right now.