We did a lot of research in 2019, and as I look back on the various projects, something stands out to me.  Despite all the research we do with them, customers frequently still feel ignored!  I recall several amusing experiences where participants said things like “they should ask their customers what they want” and I thought to myself, “what do you think we’re doing right now?!”

Why the disconnect?  One reason: even though companies frequently ask customers how to improve their product or service, they usually ignore their answers, since making changes is perceived to be too difficult or expensive.  Instead, they look for ways to present their existing product in a more appealing manner, without making any changes.

Another reason customers feel ignored is surprising: they actually want more marketing communications!  But the catch is, they want communications that are customized to them based on their buying behavior.  Many consumers have said things like “they know all about my purchasing habits.  So why can’t they send me offers for things I’m actually interested in?”

What can companies do?  The second issue – customizing communications – is easier to address.  We have all kinds of purchasing data and analytics about our customers; it’s worth the time and resources to actually utilize that data to divide customers into segments and provide them with tailored offers.  Your customers will spend more!

The issue of changing a product or service based on customer input is more complex.  Of course, there are situations where it really isn’t feasible to make changes customers want.  But it’s important to remember that existing competitors and potential new companies are talking to your customers, too.  Is there some way to implement even part of what your customers are asking for?  In many cases, this requires involving the product team and senior management in the research.

Let’s design research to ensure your customers don’t feel ignored.  Call me at 760-469-9266 or email info at bureauwest.com.

 

Source: Bureau West research