Surveys are mainstream.
it would seem that one of the staple tools of the market researcher, Surveys, is gone mainstream. Amongst the first to discover the benefits of web-based surveys -market researchers- they started to eliminate that big drawback of surveys: time consuming and costly.
They are now getting results in a more timely fashion so that they can be used meaningfully by their clients. One such market researcher from Ogilvy, who worked with us on the design of our SensorPro product, cited a project they had just completed for a major Bank “After launching the new savings product nationwide and collecting data from the call center and websites it took more than 3 months to collate the data. In fact we had to send in a small army of people with laptops to speed up the process. We would have changed several important aspects of the campaign if we had access to early feedback from customers”
This was not too long ago and was one of the major drivers behind the SensorPro survey product: design, deployment and metrics had to be fast and changeable so that campaigns could be fine tuned as they went along.Precious Asset.
Market researchers have cottoned on to this new way of doing things but they are not the only ones. Smart marketers in companies of all sizes know that loyal customers contribute to the bottom line and according to a recent Bain study "A 5% increase in customer retention can increase profits upwards of 25%”.But we don’t need a study to tell us that losing customers due to a lack of knowledge about that customer will affect the bottom line. What we really know is that it’s just plain poor management of a company’s most precious asset: The Customer.
So what are the Smart marketers doing? Well, Coty for one, are building a Customer preference center so that they can learn more about their customers preferences and opinions. The first thing they are doing is asking questions so that when they communicate they know it’s a woman they are talking to and not a man. They know she likes Celine Dion but not Shania Twain. They also know that she drives a Volkswagen Toureg and not a Pickup truck. Even better, her name is Sue Baker, in her 30s, and she has told Coty this herself. To Coty, it might be a Customer preference center but to us, it’s just smart marketing.
They are now getting results in a more timely fashion so that they can be used meaningfully by their clients. One such market researcher from Ogilvy, who worked with us on the design of our SensorPro product, cited a project they had just completed for a major Bank “After launching the new savings product nationwide and collecting data from the call center and websites it took more than 3 months to collate the data. In fact we had to send in a small army of people with laptops to speed up the process. We would have changed several important aspects of the campaign if we had access to early feedback from customers”
This was not too long ago and was one of the major drivers behind the SensorPro survey product: design, deployment and metrics had to be fast and changeable so that campaigns could be fine tuned as they went along.Precious Asset.
Market researchers have cottoned on to this new way of doing things but they are not the only ones. Smart marketers in companies of all sizes know that loyal customers contribute to the bottom line and according to a recent Bain study "A 5% increase in customer retention can increase profits upwards of 25%”.But we don’t need a study to tell us that losing customers due to a lack of knowledge about that customer will affect the bottom line. What we really know is that it’s just plain poor management of a company’s most precious asset: The Customer.
So what are the Smart marketers doing? Well, Coty for one, are building a Customer preference center so that they can learn more about their customers preferences and opinions. The first thing they are doing is asking questions so that when they communicate they know it’s a woman they are talking to and not a man. They know she likes Celine Dion but not Shania Twain. They also know that she drives a Volkswagen Toureg and not a Pickup truck. Even better, her name is Sue Baker, in her 30s, and she has told Coty this herself. To Coty, it might be a Customer preference center but to us, it’s just smart marketing.
posted by onlinemarketing at 10:00
0 Comments:
Post a Comment
Links to this post:
Create a Link
<< Home