Friday, March 31, 2017

What do your consumers "believe"?

Ever made an incredible social media post that struggled to get likes and shares? Was your post not good enough? May be, and that's subjective, but most likely no. Its simply that your "audience" - your friends, family and a lot of people you don't even remember meeting, did not believe in what you posted. It is not a matter of quality or quantity here, it is a matter of reaching out to the right audience with the right ideas.

A wrong Facebook post will not cost you money, but a good product marketed to the wrong audience sure will!

But consider the contrary, you have a product that is decent enough, but the messaging of the product is such that it just "clicks" with your audience, it captures their attention and they "believe" what your brand stands for. Want proof? Apple Inc. 

Apple does the exact same thing, perhaps even less, that what several hundred of its competitors do. But do you know why Apple consumers are just so strikingly loyal? Because they believe in the brand. Apple won not when they created the iPod or the iPhone or so many of their product verticals, they won when they captured consumer attention with the right message. They made the consumers "believe" because they already understood their existing need and "belief".

So how do you know what your consumers believe? It's rather simple - Ask them! No really, it is "that" simple.

Sometimes the greatest of puzzles are solved with a piece that has been lying right in front of you while you go in circles. When it comes to consumers, most companies that fail or become dormant are the ones who "guess" and not "ask" what their consumers actually believe. Hence, their messaging, their outreach, no matter how sophisticated a process they have, they all fail to get the most important thing done - get customers on-board!

When you survey a consumer base with the right set of questions and analyse responses, that is your Eureka moment. That is when you know for sure if your product/service messaging is in line with what your consumers believe, whether it is "sales-enabled".

Want to know what your consumers believe in? Start asking your questions and get in-depth, real-time and insightful analytics in minutes! 

 




Why Customer Experience Management needs to start with a Question!

Customer experience management often involves a critical combination of a company's leadership involvement, mapping and tracking customer journey and taking a strategic approach towards delivering the best product or service experience to the customer.

However, "managing" customer experience should not be a substitute for "asking" the right questions to the right customer base at the right time! Customer experience management needs to begin with the customer, where you ask them the most customer-centric question ever raised - "How was your experience with us?".

That one question has the power to shift an entire dialogue and outreach with a customer. It adds that "human" element to your efforts to reach out to your customers with a sense of urgency where you want to make sure they know that you care about their experience with your brand.

When we talk about "managing" anything, it usually involves a lot of study, analysis and planned execution. To a customer this is invisible. Your only effort that is visible to customer is how often you ensure a feedback is taken from them and how well you execute the feedback such that their next experience is exponentially better!

In other words - Raising a simple question of empathy and care alone goes a long way in ensuring that your "customer experience" can be "managed" in the best possible way. That your customer knows that you and your team are working on delivering something better the next time. Even if you do get an extremely positive response, it is a confirmation that your customer experience management is moving up in the right direction.

However, there is a catch here!

Take this for instance, you are heading a chain of stores, say 10 of them. Now what would a Head of Customer Experience typically do? Perhaps get a survey filled out by customers and tally them each to find the weakest and strongest link amongst those stores? How long would that take? Not quite less, that's for sure!

This is where Survey Analytics can help do the same job in a matter of minutes!

Survey Analytics allows you to create, send and analyse online surveys, automatically and in a fully DIY (Do It Yourself) environment. In this instance, if you have multiple store locations, invariant of their geographical location, you will be able to view customer satisfaction and brand shareability scores (Net Promoter Score) across each of those stores. Now you can instantly tell which store is living upto the mark of your customer experience management plan and which require special focus for improvement.

These efforts don't just sound good in theory, they are responsible for growing tangible profits. Customer Experience surveys done through Survey Analytics play a key role in ensuring your customers don't "detract" away from your brand to a competitor, and instead, they act as your brand "promoters" to their friends and colleagues that can organically increase your consumer outreach and increase revenues!

Wednesday, March 8, 2017

Mobile-powered surveys: The only way forward!

Perhaps one of the biggest regrets in Bill Gates's career came after he had already left - the realization that they underestimated the power of smartphones. Several companies have died like dinosaurs, not because they did something wrong in their existing products and services, but because they stayed still for too long. They failed to see the robust revolution that smartphones could bring.

Survey Analytics was one of the pioneering survey software companies to introduce a fully packed mobile app that even works offline - Survey Pocket!

Why offline?

More and more companies are investing heavily into emerging markets like India, China, South Africa, Brazil and so on. While these nations are together powering the Global GDP growth, they lack internet coverage to every corner of their countries. Infact, in most developing countries, more than 60% of their population reside in rural areas with less or no stable internet connection.

Even developed nations still face challenges in connecting extremely remote areas within their national boundaries with the internet.

But for enterprise researcher, internet connectivity cannot be a hurdle, atleast not when they have Survey Pocket.

Over the last 7 years, Survey Pocket has powered organizations in conducting deep-sea geological surveys, volcanic state surveys, rural water conservation surveys, environmental heath studies, logistics research into deep areas in developing nations to uncover latent business potential with no geographical limits!

Survey Pocket allows users to collect survey data offline. Its stores the information within the device and even allows you to view real-time analysis while still remaining offline. Once your mobile device is online, it will automatically sync the information online. 

Even better, with synchronous data transfer technology, there is zero data redundancy even if a data upload fails due to shaky internet connection.

5 Big Data trends that will impact how you conduct Market Research

Market research and big data have always had an intertwined destiny. The MR industry has benefited greatly from the rise of big data trends and big data has evolved to big data "analytics" with several enterprise survey platforms like Survey Analytics.

So if you are a company that is invested in market research, like most enterprises invariant of their industry segment, then here are 5 big data trends you need to watch out for :

1. Parallel growth in big data volume

To conduct valuable market research, you need valuable samples that come from big data. Once you complete your research study, you add more details to that information and hence grow it. This is parallel growth where more information is added about the current data.

2. Mobile-powered vertical big data growth

With the growth in mobile devices and single-click login authentication using Gmail, Facebook and other platforms, big data will continue its momentum. More and more users, especially in the developing World are being introduced to smartphones which require basic profiles to use, such as Google account for Android and Apple accounts for iPhones. This contact sharing for authentication and login to various online services will continue to vertically add to more basic consumer information in the form of big data.

3. Big Data Analytics will continue to improve

Since the beginning of this decade, companies like Survey Analytics have made monumental strides in analysing big data and deriving more meaningful insights in real-time. Analytics will be the single biggest investment of the decade when it comes to big data.

4. Cross-platform Analytics sharing will increase  

Much like Survey Analytics which allows users to integrate their survey data with platforms like Tableau and Salesforce for better analysis, several analytics platform will become less and less protective about cross-platform data sharing and integrations. This greatly benefits enterprises as now they can pick the choose the best form of analytics for specific purposes.

5. Artificial Intelligence will be the new rising star


As big data and its corresponding analytics grow, they will combine into a single machine learning intelligence as a natural evolution, in other words, artificial intelligence. AI will allow much more seamless understanding of consumer data and provide effortless analysis on demand.



Tuesday, February 28, 2017

Think beyond Big Data - Let's talk Big Data with Survey Analytics

In the last decade, companies have heavily invested in consumer data collection mostly in the form of contact information. This became the greater game of Big Data where companies were, and still are, racing for the top seat where customer information is critical for business growth. This equation was mostly formulated as Bigger Database = More Marketing Opportunity = More Sales!

However, as organisations are recently figuring it out the hard way, that big data alone does not equate to more sales. It is about what you do with this data that matters and we don't mean just marketing initiatives. 

Ask First, Sell Later

One of the biggest blunders committed by companies trying to flex their Big Data muscle is marketing and sales outreach before fully understanding the customer's needs. Often leading to disasters.

Remember the Target Corporation incident when the company ended up outing a girl as being pregnant to her father? They used Big Data analysis to uncover her secret and delivered post-pregnancy product vouchers to her home. The media loved the crisis, but both the girl, her father and Target were in shambles. 

So what could have been an alternative? Perhaps when she left the store the last time a simple survey might have saved the day from the impending disaster? A simple survey question on "what products currently interest you" would have gone a long way rather than definitively sending her proactive vouchers down the mail to their home address.

Prioritising Consumer Feedback and Engagement over Sales Pitch

Like most organisations, if you are planning a sales pitch to your consumer database, first you need to engage them in a feedback-oriented conversation. Asking them a survey question which engages them and gets you a feedback on your brand's products/services hits 2 targets at once :

1. You are able to send a clear message that your company is one that "listens" to its consumers.

2. You get critical feedback on Net Promoter Score, brand perception and opinions from the people who might purchase or have already purchased from your brand. 

Survey Analytics is beyond just survey data. It is about getting the most insights from your survey data using cutting-edge analytics tools and dashboards. 

Sounds interesting? Start your Free Trial now and start communicating with your consumers that ultimately gets you more consumer conversations, more growth-oriented feedback and more Sales!






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