What's Lurking in your Customer Feedback?

I had an eerie and unusual dream about an alligator attack last night.  It was one of those bad dreams that compounded and got worse each time I woke up and fell back asleep.  I don’t usually have dreams that I can vividly recall, nor do I really believe in interpreting the 'deeper meaning' of dreams.  But nonetheless, out of morbid curiosity I suppose, I’ll admit that I googled “alligator dreams” when I logged on this morning.  I learned that alligators are a symbol of hidden danger.  The analogy makes complete sense when you think about it.

In a much more useful context, customers send us signs of ‘hidden danger’ every day, and sometimes at places and times when we may not be expecting it.  Come to think of it, every customer data set that I’ve ever looked at has shown at least a few clues or symbols of hidden danger or risk.  In one case it was an up-and-coming competitor that wasn’t quite on my client’s radar screen yet.  In others, it was a story of a key account whose sentiment was waning and causing them to search for alternatives, unbeknownst to their existing service provider.

In this age of information overload, there is opportunity to seek out a few more alligators in our customer data. One method that could help is instituting a more formalized and managed follow-up process with our key accounts.  In other cases, there are opportunities to learn more from the commentary provided by customers in surveys or in other feedback forums. 

Have you found any alligators in your customer data recently?  If so, what did you do with them?

Krista Roseberry, Project Group Manager
Walker Information



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