Many companies get out of balance with their customer survey research. They spend more time managing the program instead of using the insights. Consider these three best practices for taking action:
- Tailoring: Customer insights are relevant to a broad group of individuals, but this doesn’t mean the VoC program is a one size fits all format. Different audiences have different needs and the way customer insights are packaged, delivered, and used should be tailored for each audience.
- Training: Delivering results is not enough. Businesses need to develop approaches to educate associates on insights and how to most effectively put them to use.
- Tying it all together: Creating a clear line of sight to the customer involves the consolidation of a variety of information sources, such as financial indicators, customer surveys, product usage metrics, operating metrics, and market factors.
This post was published as part of Walker Weekly, an e-newsletter featuring best practices and tips for B-to-B customer strategy.