Effective customer research methods
Your business would not exist without your customers and knowing what makes them tick through effective customer research methods is crucial to your success.
What drives your customer?
How do you know what really matters to your customer? Improved financial performance is of course the goal of every enterprise, but achieving that goal is likely to be hit and miss unless you are measuring and changing the things that really matter to your customer. A research program which provides insights into customer behaviour and their buying experience can provide the basis for implementing effective changes.
How to measure customer satisfaction
This is the challenge for any customer research program. Success comes from identifying the factors which when changed result in a positive impact on customer service and sales. The key is to undertake a study which addresses those key factors, revealing what actually delights your customer.
What is a “Drivers of Delight” study?
A Drivers of Delight study is part of a customer research program which identifies the factors (and their relative importance) of service delivery that drive customer satisfaction and retention.
How does this customer research method work?
With this technique surveys are conducted by trained interviewers at selected stores to create a representative sample of your customers. Customers are asked to complete a short survey about their in-store experience. Once all the surveys have been collated and the data collected a statistical analysis technique known as a "driver analysis" is undertaken. The end result is specific "drivers of delight" are identified which can shape your ongoing customer research programs.
The data obtained can relate to all categories of visitors including purchasers and non-purchasers, satisfied, dissatisfied and neutral. The feedback gained can provide valuable insights, giving your business a competitive edge. The benefits are many, including:
Gaining an understanding of the service standards that matter to your customers
Provide the framework for an ongoing research program
Ensuring your Mystery Shopping Program is delivering the maximum return on investment
Create a weighted scoring system in line with your customer's expectations and standards
Why use exit interviews?
Exit interviews are an accurate reflection of your customer’s in-store experience and interaction with your brand, as it occurs. They show how your customer is feeling and what their perceptions are at that very moment.
What can exit interviews tell us?
When conducted as part of a Drivers of Delight study an exit interview is a tool which can provide valuable information such as:
Whether the person would recommend your business
What their impression of your business
How the in-store experience could be made better
Exactly what they were thinking as they exited the store
Reasons for making a purchase, or not making a purchase
Specific issues you were not aware of
Finding the best customer service consulting services
As one of Australia's top customer experience research companies with an extensive field team across Australia we understand what makes customers tick. We know precisely how to measure the in-store experience to provide your business with meaningful, dependable and actionable data. Contact us today for more information.