ValueNotes Connect

We hope the New Year has started off on a good note.

Customers are the raison d’être of any organisation. To quote Peter Drucker, “There is only one valid definition of business purpose: to create a customer.” Successful companies are those that are truly listening to what their customers are saying, whether positive or negative feedback.

Customers can potentially provide valuable insights into product design, and marketing and sales strategies. However, tapping into their minds to derive winning strategies – either through voice-of-customer, customer satisfaction or win-loss studies – requires a carefully designed research .

In a typical voice of customer study, numerically low ratings from a few can get overshadowed by the majority. Yet, these could be crucial early warning signals. This is why we believe aggregated or average ratings tend to hide problems and potential opportunities.

ValueNotes has designed and executed several customer intelligence programmes for clients. Do have a look at our case studies – how our win-loss analysis helped a client increase their sales conversions by 30%; and how a voice of customer study enabled a Fortune 100 company tap an $80 million opportunity.

As always, we hope you enjoy reading our newsletter, and we look forward to your comments.

Best regards.

Getting past customer intelligence jargon
by Varsha Chitale
medical-equipment Everyone agrees that the customer is the proverbial king, and many companies have processes for gathering some customer feedback. The successful ones are those that actually listen to what their customers are saying. Since customers are the raison d’etre of an organisation, they can potentially provide valuable insights for product design, marketing strategies, sales strategies, etc. However, tapping into the customers’ minds requires carefully designed research. The kind of research you use will depend on what answers or inputs you are seeking. Most good research studies need to be customised to the needs of the organisation.
Customer perception: One size does not fit all
by Arun Jethmalani
medical-equipment Typically, in a Voice of Customer study, marketers seek to understand customer perceptions across various parameters; typically pricing, brand, quality, after sales service, and so on. And at the end of the exercise, they want aggregated scores on a numeric scale, often with comparative benchmarks for competitors. If they get a decent score or one better than the competition, they usually assume that things are fine. But are they? Aggregated or average ratings tend to hide problems, and potential opportunities. Numerically low ratings from a few can get overshadowed by the majority. Yet, these could be crucial early warning signals.

Commissioned research
Some client problems we have solved:
  • Consumer perception for an Indian mortgage financier
  • Voice of customer study to determine desired features of a new product
  • Customer needs assessment for an international elevator company
  • Customer satisfaction survey for lighting control gears for a German client
  • Customer perception survey of EFI systems in two-wheelers in India
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