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.