What’s your Customer Truth™?
We are in the business of Customer Truth™
The most powerful element that can be used by any business leader is authentically understanding, engaging and connecting with their customer. Not just the voice of the customer through a set of data points, but their mind, their true perspective completely. Why they do what they do. How they think, feel, act. What is actually true based on interacting with them holistically and understanding how and why you are making an impact in their lives. Customer Truth™ is what connects your story with your customer’s story. This is what we enable our clients to do every day.
Traditional Marketing is Dead. It’s About Experience The Missing Component to Winning in the Experience Economy – Understanding Your Customer Truth™ is the Key
It isn’t enough for businesses to simply gain an understanding of their customers in terms of their experiences with brand, product, and services. Brands need to understand their customer holistically—their lives, the attitudes, options, and values. In essence, they need to understand their customer’s truths.
Gather always-on customer insights
Social media and technology can impact customer experience and opinion quickly. In order to obtain a true read, meaningful monitoring needs to be interactive and always-on to keep brands ahead of threats and aware of opportunities. Our industry-leading solutions allow you to do just that.
Humanize your customers through the power of video
Video makes it easier to show and share your findings. Seeing is believing. Otherwise, you’ll get those who ask: So what? Or those that use the ‘case study of one’: my customer said they would never use that. Video opens a window into people’s lives. It’s authentic. It delivers their truth. Bring your customer into every meeting so their voice can be heard and informed decisions made.
Leverage the power of an iterative insights approach
When taking an iterative approach, the questions asked evolve, adapt and change from one conversation to another, building layers of insights. Talk to your customers in the right way, at the right time based on the question at hand. This could be a quick set of interviews, an in-depth community, a large-scale survey – or anything in between. Each conversation builds on the last, continually enhancing your customer understanding providing maximum flexibility, quick responses and an always-on strategy that delivers rich insights.
Customers: Ask them about their experiences
What’s more important than your customers? Make sure you’re listening to them.
Big data helps us understand human actions and behaviors. Small data helps us understand the attitudes, motivations, and emotions behind those actions and behaviors. You need both to truly know your customers. And to use both as part of an always-on strategy to continually improve your customer experience.
Know your shopper journeys
What makes people buy? How do they decide? And what channels do they use along the way? Understand the journey people take from first hearing about your brand or product to becoming a loyal customer.
Start a Voice of the Customer (VOC) program
Give your customers a voice. Did they have a problem shopping in store? Are they satisfied with your products? Is your website easy to use? Speak to them online or by phone, deal with any issues quickly, and use the feedback to improve your customers’ experience.
Talk to your website users
Make your website a destination, create a more engaging experience, make it easier by understanding your website through your customers’ eyes. Put surveys on your website to find out more about users, test product ideas, or ask for feedback.
Understand your users’ online experience
Find out what your online users want and need from you. Set tasks and watch how they move around your website and apps. Use their behavior and feedback to help you design and improve a better digital experience.
Brand: Learn what people say when you’ve left the room
Jeff Bezos, founder of Amazon once said:
“Your brand is what other people say about you when you’re not in the room.”
The best way to find that out is to ask them. Are we the leading brand? Find out how your brand stands up to your competitors. Get into your customer’s minds. What do you think of us as a company? Why do you buy from us? Why do you leave? These are all truths you can only get from getting to know your customer. Let us help.
Getting Started: How to Measure Ad Effectiveness Get the most out of your advertising dollars and grow your brand with a survey program that regularly solicits feedback from customers enabling you to learn, gather insight, and make in-market adjustments. Learn how to get started measuring the effectiveness of your ad for your marketing and advertising campaigns.
Segment and target
Meet your potential core customers by sorting them by traits like how they think, what they buy, how they choose, how loyal they are, and what they spend. Then run better campaigns that speak to the people that count.
Find out your Net Promoter Score
Will your customers recommend your products to their friends? Find out on a scale of -100 to 100. See how campaigns, improvements and new products change your score. And link to revenue growth to help reporting and planning.
Track your brand health
A cost-effective way to get regular check-ups to find out what people think about your brand and products, and what you need to do to shape up. Measure and track your brand health continuously, weekly or in waves, using online surveys, comment cards, and exit polls.
Test your ad, track its effectiveness
Explore the effectiveness of your ad before it airs, or even while it’s still an idea on a storyboard. Will your audience remember it? Will they buy your product? Then once live, track your ads continuously, weekly or in waves using surveys and webcam focus groups. Have the right people seen them? How do they feel about your brand now?
Inform marketing content
Create effective marketing content that truly provides value to your customers and potential customers. Run surveys, online communities and webcam interviews to learn the most valuable topics and information. Where are your customers consuming content? In what form? What’s working for them? What’s not?
Collect event feedback
Get feedback to find out if your event was everything people expected. What did they find useful? Would they like to hear more from you? Has it made them more likely to buy your products or services? Use the feedback to show a return on investment or improve your next event.
Product: Create something people want
A product might be a bottle of shampoo, the dashboard of a truck or a chain of wine-tasting hotels.
You might have a new invention or a new range of products. The questions are always the same. Is there a demand for this? How much will people pay? There’s little point in creating a new product if nobody would buy it. Look into what people want, and whether they’d buy it from your brand.
Nothing is perfect straight off. Every design or creation goes through change: tweaks and refinements to make it better, year by year. What are people doing in store or online? Get insight into your shoppers. What’s my user experience like? Figure out where people get confused and if you need to improve your instructions.
Map the market
Learn what customers want, who they’re already getting it from, how you can do it better and the size of the opportunity. Map your position in your target markets to decide where you can take your brand and products next.
Test your products and services
Whether you’re innovating, renovating or at status quo, the only way to find out if something works is to test it. Can people find the On button? Are your jars easy to open? Do people find what they need on your website? Put your products in the hands of target users and see how they get on. Understand your customers’ pain points, what they need solved, what would make their lives, easier, better, more enjoyable.
Test product and marketing concepts
Don’t waste time on lame ducks. Find out which flavor, packaging, advert or webpage is worth developing further. Compare ideas to understand their strengths and weaknesses, then refine and take the best one to market.
Choose the right packaging
It’s critical to make sure your packaging matches your product. Does it fit with your brand promise? Do the graphics and instructions make sense? Test your packaging concepts and prototypes early on. Or put prototypes through their paces before you start in-home user testing (iHUT) and volume planning.
Name your price
How much would people be willing to spend on a product? At what price will they stop seeing it as good value? Play with different prices to find out how price is likely to affect volume and profit.
Choose the best name
A name can make or break a new brand or product. Test which names and claims appeal to people, and which fit best with your brand values and product range.
Employee: Listen to the heart of your business
People make a business. Happy employees lead to successful companies.
Are they happy? Run surveys to see how your culture is doing, and why people stay with you, or not. Did our message go down well? When you make a big announcement, get feedback and see what people really think. Should we set up a forum? Give people a place to post feedback.
Ask your employees
Show your employees you value their opinions. Send an online survey asking how much they enjoy working for you, how motivated they are, or to test new ideas.
Take your company’s pulse regularly
Send pulse surveys to check in with employees regularly. How do they feel about recent changes? Has training helped them? Is a new project going well? Use what you learn to react faster to problems and predict things like employee turnover, customer experience, and revenues.
Set 360-degree employee reviews
Run more useful reviews by giving people the chance to give feedback on each other and the company. Tailor for each employee or team, and connect to their objectives. You can link the results to revenues, company goals, and staff turnover for a 360-degree view of how the company is doing.
How does FocusVision deliver?
Comprehensive products & services
Advanced survey & reporting, live video, online focus groups, video interview, and social interaction.
Research management solutions
Automate and streamline workflow. Proactively manage resources, including costs, suppliers, teams, and outputs. All in one place.
Data management services
Centralized repository of all data within and across projects. Industry leading data security.
World class service & support
Researchers and technical experts to provide guidance and support your research efforts. Customer service professionals to assure projects are executed seamlessly.