To extract valuable information from your community, it’s not enough to simply collect intel from your insights gathering community. You have to know how to select the valuable data from the “background noise.” That’s why we’re sharing our 5 tips on how you can use your consumer insights community to create success!
1. Follow the Customer Journey all the Way to the End.
As the market develops and the customer-business relationship grows tighter and more delicate, a vast number of companies recognize the crucial importance of closely watching the customer’s journey. There’s nothing more enlightening in business marketing than understanding how someone progresses from not even knowing about your brand to becoming a loyal member of your brand community. Once you’ve observed that, you can safely and cost-effectively allocate resources on certain points of conversion to boost your engagement and conversion rate. Of course, the primary objective of a consumer insights community is insights gathering. But, in order to do that you need to have your customers engaged in the first place.
To take a single point in that process and analyze things from that perspective alone is simply not enough and it will almost certainly lead to false data. Think throughout the journey: How did customers get here? What were they looking for? What are they looking for now? Answers to these questions provide the context of their experience with your brand.
Successfully identifying the strategic points in that journey allows you to smartly play your resources. Master the understanding of the customer’s journey and you’ll massively increase the success rate of your business.
2. Catching where the Customers’ Dissatisfaction Lies
This one may sound like something quite obvious and maybe not worth mentioning, right? So, why do we bring it up anyway? Just 4% of dissatisfied customers file complaints. That means for every dissatisfied person you do business with, there are 24 more who are just as unhappy that you don’t know about!
The key to motivating people to come out with their negative feedback is to proactively ask. And, not only once but several times throughout the strategical journey that we’ve mentioned in our first tip. Getting their feedback is much easier and effective if you seek an answer instead of waiting for it and you can ask in a couple of ways.
How can you be proactive?
The first way, through surveys, is probably the one most commonly used. Although effective, they just scratch the surface and have to be repeated frequently as customers’ insights are known to shift rapidly. What you need to do to master surveys is to perfect the questions you’re asking. Asking about how they would rate your product on a scale of 1 to 10 is good for a start, yes, but it can under no circumstances be left at that only. The answer to this question is useful and a good starting point, but be sure to follow-up with a responsive question that digs deeper into their initial answer (i.e. their 1-10 rating, in this case). You can change up the format if you wish!
You can follow a regular survey up with an in-person interview. For example, you can randomly select a dozen customers and ask them some pre-crafted open-ended questions. Analyze the keywords they use and the sentiment with which their answers were given. Apply those very insights to your business methods effectively for maximum success.
3. Individualized Insights and Fast (Real-Time) Systems
Insights gathering communities themselves are no longer a novelty in the field of business marketing. Global trends have already gone a step forward and you should keep the pace if you wish to stay ahead of your competition. In 2018, the strategies revolving around customer experience will need a higher level of cooperation and synchronization between various segments of your business.
Insights is not a fancy word for data you collect and keep as a trophy. You must use what you gather. Adopt a entire, interlinked brand experience. To give you an example, have your store managers keep their eyes on metrics related to local net promoter scores and staff professionalism. CEOs should observe global net promoter scores and customer satisfaction, and so on.
Customer needs require that to be done in near real-time! To monitor feedback and immediately react to it is the ideal customer experience to strive for. The benefits are huge – because customers love brands that go above their own standards to perfect their service.
4. Always Monitor Customer Activity
As you can guess from what we’ve already stated: insight gathering is something that should always be under observation.
Why is that? Because the metrics that are produced by insight gathering methods are the essence of today’s marketing. It has become incredibly easy, actually never more easy than now, to measure customer activity and conduct precise and valuable analyses in real-time.
You should focus on the primary which is:
- Total sales; a ranking-list of your best-performing products or services; where your revenue comes from; which places generate the most customer engagement with your brand, etc.
But, never lose sight of outside information like:
- The geographic regions of your customers, time zones, customer data profiles, purchase volume, price levels, product category breakdowns, etc.
These secondary factors may seem of lower importance but knowing what to sell, where to sell, and whom to sell to is just as important as the sales themselves.
The most effective way of consumer insights gathering is through a good CRM (customer relationship management) system, and CMNTY is always striving to be the best. You don’t need to bang your head and stay ever-vigilant over data spreadsheets. CMNTY software does that for you, continuously and automatically, as well as on individual, group and collective levels of your community.
You might find that people in the 40-60+ age group have a greater response rate to emails than those in the 21-40 age group. Plus, they are more inclined to react when they read the type-A email template than the type-B email template. You might find that Sundays are the days where you have the lowest number of sales, while Tuesdays hold the record for sales in a day.
What do you do? You send the appropriate template to the corresponding age group on the right day and you’ve just maximized your marketing efficiency.
Easy as that.
Add in more factors, like how they originally discovered you (e.g. Facebook, Instagram, LinkedIn, email, ad…), pairing up their personality type with a certain product, their cultural background, etc. Everything is valuable when it comes to customer activity. The more you know, the more you opportunities you find to sell.
5. Build Relationships
The last tip isn’t directly bound to insights gathering but more to the community itself.
Why? Because satisfied customers are your best salespeople, and not just because of word-of-mouth marketing – they usually become the best advocates of your brand in your community. Such customers maintain loyalty to your brand while further exposing others to it. Spot such customers, employ gamification efforts, and create a faithful group of brand evangelists. Beloved brands are never unsuccessful brands.