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
Tons of people try to figure out who unfriended them on Facebook or unfollowed them on Instagram or Twitter. They use apps and various steps to get the bottom of these little mysteries.
Shouldn’t your company or organization be at least this curious about lost or lapsed customers, donors and fans? Wouldn’t it be so very valuable to know who no longer includes you in their life — and more importantly, why?
Well, winning back lost customers is tough — they all probably think they have good reasons as to why their customer satisfaction waned.
Customer analytics data, like a computer, becomes outdated in three years.
A lot can happen in three measly years. Just ask Lord Kelvin – you know, the guy whose name is on the scale of absolute temperature. Around 1892 he proclaimed that “X-rays will prove to be a hoax.” Three years later he had his hand x-rayed.
I’ve seen many occasions where a company or organization either didn’t put their internal data to good use, or mishandled it in some way that cost them dearly (I wish I could show you my data on these cases.)
Not only is understanding complex data difficult, but once it’s understood, you have to be darn careful what you do with it. Otherwise you could make the kind of grand mistakes that even major players have been known to make (heard about the time Target knew a woman was pregnant before her father did? Or the time Office Max mailed a flyer that mentioned how the recipient’s daughter had recently died in a car crash?)
Regardless of how human it is to err, the fact is, every mistake you’ve ever made can be traced back to inaccurate, incomplete, or misinterpreted customer-centric data.
I’m not privy to the scope of customer satisfaction research conducted by Vitamix, but I have a sense that it’s smart and continuous. I bet those folks know whether a person like you prefers chilled cucumber soup or gazpacho. They keep up on food and diet trends, know what people want from a blender, and they know how, when, and what a 72-year-old blends compared to a millennial.
Vitamix’s high priority on customer satisfaction certainly has a lot to do with why they’ve grown so rapidly over the past several years, and have been named Best in Class beverage blender for the seventh year in a row.
One of the things they clearly understand about customer satisfaction research is that it’s a process.