Over the past few months, I have been facilitating action planning workshops with a client who is in the first year of their customer listening program. Much of our focus has been on educating local teams about the information that they now have at their disposal, and on teaching them how to use customer feedback to identify improvement areas within their business.
The thing is, customer feedback has almost unlimited use scenarios – for any business challenge that a company is facing, there can be a customer perspective. And while the information collected through your voice of customer program may not have been specifically designed to answer the question of the day, it can often be mined for relevant insights.
I was reminded of this at one of the workshops I mentioned. As we were sharing results and talking about opportunities, the country manager realized the information we were sharing might offer insight into a conversation the business was having around competitive strategy, specifically: should this company be more aggressively pursuing growth with a specific set of customers whose strength of relationship with a competitor was in question? They had considered internal perspectives and anecdotes along with comparable situations in other countries, but up until the workshop, they had not had any objective measure of the customers’ willingness to switch.
After learning more about the opportunity they were pursuing, we were able to dig in to their customer feedback and come back to them with a customer perspective. In fact, much of the customer base they were considering targeting was very loyal to the competitive supplier — but there was a pocket of opportunity where this loyalty was weaker. Armed with this information, the team was able to refine their strategy and dedicate resources to the most likely "wins." We’re looking forward to hearing about their successes!
What questions are you grappling with, and how have you used customer insights to develop your strategy?