Skip to content

Extracting Insights From Customers One at a Time

March 14, 2014

Businesses must minimize customer reluctance to give feedback

Businesses want to leverage customer comments to shape and adjust their product and service offerings to meet market requirements on features, price points, channels, and a myriad of other things. But getting them to respond to queries has become progressively more striving over the past decade. A market research article published in July 2013 ( highlighted a statistical trend over the course of 15 years from 1997 to 2012 that it has been significantly more difficult to reach adult survey prospects, furthermore it has been getting much more arduous to convince those reached prospects to take the queries. Hence time consuming mechanisms must give way to fast and easy procedures to extract customer reflections because people often abandon their partially finished surveys deemed too laborious to complete. In fact, on many occasions people simply decline to give feedbacks to avoid the time and effort. Customers are doing stores favors by giving comments; companies must therefore ensure the least inconvenience to the customers for partaking such courtesy.

Retailers and e-businesses alike must appeal to their shoppers to speak up

Except those few emotionally moved who would report their opinions on your brand long after their stimulated encounters have chilled, chances are that you will lose some potentially pivotal intelligence if you do not bring them out when they are still fresh. The challenge to getting as many customers to disclose their perspectives as possible is an inherent issue in today’s fast-moving society. Customers simply want to move on when their transactions end. Even when people are under no time constraint, few are willing to be bogged down to do a survey after they conclude their deals.

Best times to seek feedbacks are when the customers are still emotionally charged

How many customers get on their Twitter, Facebook, or whichever online social channels they prefer to share their opinions of a brand if they do not feel strongly about it one way or the other? And how many of those stirred by an emotional purchase or service episode will follow up to call the brand’s customer service department or visit its web site or social medium to show their sentiments afterwards? Out of sight, out of mind. Surely the brand would not want to miss customers’ heartfelt experiences that could theoretically be the most impactful ones to the business on brand reputation, operation, features, pricing, locality, and potentially many others aspects. Businesses must strike when the iron is hot otherwise treasured insights might be lost forever when these gratifying or dispiriting experiences cool down. What better time could it be to get exposures to customer viewpoints than when they just finished their transactions?

Get inspirational insights from your client right after they close their deals

What would you do if you know that your customer is just one question away from imparting that game-changing vision that you can leverage to steer a trajectory uptick on your revenue or remedy your operational flaws to rescue the downfall of customer satisfaction? Businesses should pose to their patrons only one question via post-affair surveys because asking them for more could scare them away, reduce their pleasurable experiences, or even aggravate their frustrations. Shops cannot afford any one of those. Put your feet in the customers’ shoes, after finishing the purchase or service, how many of you have the heart to decline to recount to the vendor what you had felt the strongest throughout the transaction to enable them to serve you better next time?

One short dialogue per customer at the right moments can induce far-reaching impacts

Less is more. Do not belittle the benefit from getting just one portray per willing customer because one input accumulated over even a small percentage of your clientele everyday could add up to a very sizable source of crucial intelligence in a short time. This approach could even get you more results than most other means could. The remarks begotten this way are also timelier comparing to those from other probing methods. Think about what you can gain by finding out what has been done right and what has gone wrong immediately; you will have a chance to replicate favorable customer experiences and prevent bad ones from happening again in the timeliest manner.