Three reasons customer insights go to waste

Everyone agrees when customers share their insights, employees should put them to use. So why is it so hard? Without a doubt, taking action on customer insights is the number one challenge of customer listening programs.

Here are three reasons why employees fail to take action:

First, they aren’t aware. In most companies there is so much happening and so many initiatives taking place that customer programs hardly get noticed.

Second, they don’t understand. It’s not clear how customer insights are to be put to use and people don’t understand what they are supposed to do with the feedback they receive.

Third, they don’t believe.  Either they don’t think the feedback is accurate or they don’t think any action will make much difference.

Hierarchy of Engagement

The Hierarchy of Engagement is a framework that helps make sense of how customer strategists can prompt more action from customer listening programs. Good customer strategists do much more than gather insights and crank out reports. They promote customer initiatives, train users of customer insights, and show employees how it all makes a bottom-line difference. In other words, they prompt action.

Patrick Gibbons

Comments for: Three reasons customer insights go to waste

Name: Ellyn Traub
Time: Thursday, December 8, 2011

I would add another tier- Process: I would believe in most cases companies do not have a process to accurately capture customer insights.
Name: Mohamed Latib
Time: Thursday, December 8, 2011

I agree- if these three things do not exist, customer insights go to waste. But if they do, the results are fantastic. One of our clients takes action(s) every day based on customer insights. Assurances of action, from my standpoint, comes from the integrity of the insights; it is what make believers out of employees and creates a customer centric culture that is evidenced in business performance.
Name: Praveen N
Time: Wednesday, December 14, 2011

Another reason why customer insights do not get implemented is because companies create 'inward looking' policies and procedures. All policies are made ensuring that ther is no loss that arises to the company. The customer is then required to adjust to these policies, which may not be the way the customer wants it to be. This leads to companies not considering the customer's requirement when it comes up in customer studies and thus not getting implemented. Policies are not made keeping the customer's requirements in mind but keeping in mind that there is no loss to the company in the event of customer's returning the goods, exchange etc.

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