Customer research should drive everything your company plans on doing. Other than the resources you have at your disposal, nothing is more important if you want to achieve sustainable growth or any market prominence. Make sure your business has built in some intuitive research loops with your customers, no matter how small. If you plan on making major moves in your market, or are striving to earn extra revenue, aggressively marking this quarter as a research quarter will pay heavy dividends.
Here are the two areas my work with your company would focus on:
Remember, Customer Research is generally used inappropriately, even at the enterprise level. The research strategy I would lay out would target these areas:
- Customer loyalty index
- Preferred communication
- How to attain lasting value
- Acceptable customer churn indicators
This is about building an information architecture and warehouse. Most businesses have too much customer information to digest, but more often than not, it’s the wrong information. By reviewing your corporate customer information architecture, we can pinpoint gaps in customer touch-points, optimize incoming metrics to match key elements of importance, and generate custom reports/dashboards that make seeing the data so much more insightful. As much as many marketing managers want to sell you on the idea of web analytics as your key business intelligence package, it typically ignores the core decision points, customer funnels, and cross-product opportunities that are the backbone of your success.