What’s important to customers and what companies think is important to customers may not be one and the same, according to recent research from InMoment.
And missing the mark could mean your marketing falls on deaf ears.
One of the highlights of the InMoment report compares customer and company responses to the emotions associated with positive and negative brand experiences. While the results track fairly closely across several categories, some are significantly out of alignment.
- Consumers associate satisfaction with a positive experience far more than companies think they do. This is an area where more focus would be worthwhile.
- Consumers associate being “part of something special” with a positive experience far less than companies think they do, so efforts spent here might be put to better use elsewhere (like ensuring satisfaction!).
- Consumers associate being angry and being disrespected with a negative experience far more than companies think they do. These two areas clearly need more attention to ensure a reduction in frequency.
- Consumers associate being disappointed with a negative experience less than companies think they do, indicating customers may be more forgiving than you may think (just don’t make them angry or disrespect them!).
When you consider the time, energy and money spent on your marketing effort, you want to make sure you’re sending the right message—one that speaks to your customers’ values and what is important to them.
Why don’t companies bother to find out what’s important to their customers?
- They think it’s too expensive to do the research.
- They think it will take too long to get the results.
- They think they already know what their customers want.
The truth is, finding out what’s important to your customers can be done quickly, easily, and inexpensively.
There are online tools like SurveyMonkey that can collect and analyze electronic responses, which is particularly helpful if you have a relatively large sample group. You can also do simple telephone surveys with your customers. Even a relatively small sample (around 20 people) can provide useful information. Customers are often happy to give you their feedback—and pleased that you care enough to ask!
Surveying is part of almost every branding project I take on. And in almost every case, the survey reveals something about my client’s customers that my client didn’t know. One of my clients said,
“The information from the survey alone was worth the entire cost of the project.”
A little research goes a long way, and can help ensure you’re on the right track prior to committing your resources. There are plenty of opportune times to survey, including:
- Prior to branding or rebranding
- Prior to a major marketing campaign
- Prior to redesigning your website
- As part of annual marketing plan development
- As part of messaging plan development
- As part of new product or service development
If you’re not absolutely certain what your customers are thinking (and how can you be if you haven’t asked?) a simple survey is well worth the effort. If you don’t have time or aren’t sure where to begin, I can help.
Let’s find out what your customers have to say. Your marketing will be more informed and more effective as a result.