The Market Research industry has to deal with some serious changes in the expectations of its customers. Besides this, the demand for automated and continuous research is increasing. What is happening in the current market, and what does that require from market researchers? You will find the answers in this first blog post for and about the market research industry.
Continuous information flow
For almost every organization, the core question is: 'How do I continuously adapt and improve the customer (and employee) experience, across all channels and touch points?' In order to answer this question, the information flow must be continuous and penetrate the entire organization. Periodic strategic information doesn’t cut it. Information collected yesterday, must be applied today in order to improve any of the multiple aspects related to omni-channel customer contact.
Channels can’t be monitored in isolation
Companies often generate thousands of different experiences every day, using multiple touchpoints and channels. In addition, the days where customers made one phone call to ask a question are over. Customers might start via chat, ring up halfway the process to talk to a customer service agent, only to end the conversation in the shop where they originally bought the product.
A good research program, continuous or not, must be able to follow this customer across channels. The more traditional ‘project by channel’ setup makes this close to impossible.
Don’t ask the customer information you already have
In order for research results to be concrete and impactful, information must be made available in a variety of ways and on a very granular level; per channel, per store, per department or any other business component that is relevant for an organization.
In order to report back hierarchically so that results are specific, research data must be continuously linked to existing organizational data. It is no longer ‘done’ to ask the customer for all this information. After all, it is already stored in the company BI systems and the customer knows this. It is therefore imperative that collected data can be linked to one or more existing data sources automatically and on a continuous basis.
Allow the Voice of the Customer to be heard
The customer story (open answer) can have a lot of impact. It makes feedback concrete and will motivate staff on an individual level to change their behavior or make other small changes that, in their opinion will improve the overall experience, both for their customers and colleagues.
The main reason for asking open questions is therefore not to execute a form of text analysis, but to allow the voice of the customer to be heard deep in the organization. In order to do so, you will of course need to be able to deliver each customer story to the right person at the right time.
Make dashboards user specific, both in content and in visual display
If results are to be distributed across a wider group effectively, real-time dashboards must be made user specific, both in content and in visual display. After all, a senior board member requires different information from an analyst or a customer service agent.
The use of infographics can be a real ‘wow factor’, allowing for a fun, recognizable and easy to interpret dashboard.
Cut down on hassle
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This first blog post for and about the market research industry learned you all about the changes in the expectations of customers market researchers are facing. In part two we will get into this in more detail and share 4 tips on how to WOW your customers with no hassle.
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The market research industry has to deal with some serious changes. How do you respond to these changes and how do you ensure that you stay relevant and provide the right insights? You can read all about it in this whitepaper.