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Three essentials for taking action

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.

About the Author

Walker Weekly

Walker is a consulting firm specializing in customer experience. Helping businesses for more than 75 years, Walker’s diverse team of consultants provides tailored, comprehensive solutions to help companies achieve their business objectives and grow shareholder value. Walker specializes in customer retention and growth, using predictive analytics and other innovative approaches. Walker works with some of the world’s most influential businesses as well as emerging organizations of all sizes. For more information, please visit www.walkerinfo.com.

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