“So why exactly would I invest in this customer perception work?”
It’s a question we’ve heard quite often. For more than 20 years, we’ve conducted research to help our clients learn what their customers really think. We can tell you what tangible benefits clients like best. It varies by job function.
Top Management likes the unvarnished. C-level leaders understand retention and know it costs 6-7 times more to gain a new client than to keep an existing one, so the identification of accounts at risk is of great interest. And the unfiltered view, particularly of decision-makers at key accounts, is most valued.
Sales Force members uses the data in their 1 year and 3 year planning. Yes, it identifies accounts at risk but also accounts with greatest potential for up-sale or added products /services.
Operations: Clients are in the best possible position to identify process problems before the trouble “bubbles up” to mid/upper-management visibility. And, with repeated surveys, they can document their actions to correct systemic problems clients are experiencing.
Our clients have found, time and again, that giving your customer a seat at the table is just good business. Want to learn more? Contact Terri Heath at firstname.lastname@example.org or 847.446.4975.