The field of customer analytics provides powerful – and profitable – advantages to organizations. The companies that continue to gain market share attribute their success to understanding the customer. Sometimes, however, executives in organizations need to be reminded of the benefits of customer analytics. Make sure to integrate the following into all your conversations with decision-makers when considering investing in customer analytics.Read More
Passion Backed by Facts
Tired as we all are of terms like “innovative”, “strategic” and “leading-edge”, such endless repetition is understandable — in the marketing lexicon there are only so many words and phrases available to describe the particulars of the business world.
Lately, I’ve noticed that I’m suffering market-speak fatigue with another word: “passion.” Apparently, every company on earth has a passion for what they do. Somewhere there must be a kitchen utensil company claiming they’re passionate about making shrimp deveiners.
Some of these claims are certainly genuine, but many companies are just trying to cloak their brand in a human emotion rather than admitting that every decision they make is driven by their bottom line.
According to a University of Scranton study, 45% of Americans usually make New Year’s resolutions.
ColemanWick is still busy with our resolution from last year: “We shall endeavor to create moderately entertaining content”. This isn’t super easy, since customer data isn’t exactly the sexiest of topics. In the checkout line you never see research studies selling next to the tabloids (even though “Inquiring minds want to know” pretty much sums up the psyche of a researcher).
It’s not what you say but how you say it.
You’ve decided to launch a customer satisfaction survey to get some feedback from your clientele. You’re off to a great start. After all, surveys are a great way to assess and quantify your audience’s perceptions and behaviors of your product, services, or organization. But are you asking the wrong questions?
Want the 411 on your industry? Don’t ask.
I recently attended a conference where coffee, danish and slightly faulty advice were served. The speaker claimed that the marketplace will be going through many changes in the next couple years, and so companies need to gather as much intelligence as they can to stay up on things within their industry.
To gather such information, his suggestion was to have salespeople ask questions of their clients — nose around a bit, get the lay of the land.
Your sales folks might indeed be able to glean some useful tidbits that way. But I’ve observed that the best companies don’t put too much stock in such an approach.
Years ago I met a guy who worked for the California Prune Board — he was there in 2001 when the FDA gave them permission to use “dried plums” as an alternative to “prunes”. (Since then they’ve been called the California Dried Plum Board.)
Dried plums/prunes have long suffered from a stigma as an old person’s laxative-aiding fruit — an image which didn’t exactly endear itself with the under-70 crowd.
I remember him telling me how frustrating it was to work for the Prune Board, because they knew that if you gave prunes to 100 people who had never heard of their, um, intestinal powers, you’d get close to 100 people who would buy them — and promote them to others.