Comments for Experience Required™ http://blog.brandintegrity.com A leader's guide to creating a customer-centric culture and Achieving Brand Integrity® Tue, 08 Nov 2011 22:39:33 +0000 hourly 1 http://wordpress.org/?v=3.2.1 Comment on Any Monkey Can Survey; Start Building Relationships by Why survey customers if you’re not going to follow up? | Experience Required™ http://blog.brandintegrity.com/2011/10/19/any-monkey-can-survey-start-building-relationships/#comment-22 Why survey customers if you’re not going to follow up? | Experience Required™ Tue, 08 Nov 2011 22:39:33 +0000 http://blog.brandintegrity.com/?p=286#comment-22 [...] my last article, titled “Any monkey can survey; start building relationships,” I described the benefits of a fully operational customer experience management program and its key [...] [...] my last article, titled “Any monkey can survey; start building relationships,” I described the benefits of a fully operational customer experience management program and its key [...]

]]> Comment on Any Monkey Can Survey; Start Building Relationships by Gregg http://blog.brandintegrity.com/2011/10/19/any-monkey-can-survey-start-building-relationships/#comment-6 Gregg Fri, 21 Oct 2011 13:47:56 +0000 http://blog.brandintegrity.com/?p=286#comment-6 Totally in line here. A lot of responsibility also lies with the research vendor/partner as well. In most cases, customer research consultancies get compensated based on the number of slides they pile up and the sample sizes they manage to engage. Not enough thought goes into the action plan and, when it comes to closing the loop with their customers, companies cannot utilize the fresh insights they just gained, especially those that are bigger in size and more bureaucratic in nature, per your note. Before they know it, it is already too late and they are already in the process of moving on to new piles of PowerPoint slides. One of our philosophies at Brand Integrity is that we do not measure anything that our client is not absolutely ready to act upon. Often, it is a hard choice to make but what drives us as a team is seeing real action, not reading data. Totally in line here. A lot of responsibility also lies with the research vendor/partner as well. In most cases, customer research consultancies get compensated based on the number of slides they pile up and the sample sizes they manage to engage. Not enough thought goes into the action plan and, when it comes to closing the loop with their customers, companies cannot utilize the fresh insights they just gained, especially those that are bigger in size and more bureaucratic in nature, per your note. Before they know it, it is already too late and they are already in the process of moving on to new piles of PowerPoint slides. One of our philosophies at Brand Integrity is that we do not measure anything that our client is not absolutely ready to act upon. Often, it is a hard choice to make but what drives us as a team is seeing real action, not reading data.

]]> Comment on Any Monkey Can Survey; Start Building Relationships by Rick Ross http://blog.brandintegrity.com/2011/10/19/any-monkey-can-survey-start-building-relationships/#comment-3 Rick Ross Wed, 19 Oct 2011 23:14:47 +0000 http://blog.brandintegrity.com/?p=286#comment-3 The "long survey, no response" combination seems to be characteristic of larger companies. Frustratingly, they always seem to forget the question I most want to answer: "What did you think of this survey?" Rather than viewing surveys a selfish act, I'd offer that they're a collaborative act. I suspect most customers welcome the opportunity to provide feedback based on the hope that they or someone else will benefit from it in the future. On the other hand, no one likes to have a company waste their time and it's clear that many surveys aren't sufficiently connected with executive decision making. Your experience completely resonated with me and I love the action outline you provided. I hope you'll share it with the Marriott. They certainly need the advice. Thanks for the excellent post. The “long survey, no response” combination seems to be characteristic of larger companies. Frustratingly, they always seem to forget the question I most want to answer: “What did you think of this survey?”

Rather than viewing surveys a selfish act, I’d offer that they’re a collaborative act. I suspect most customers welcome the opportunity to provide feedback based on the hope that they or someone else will benefit from it in the future. On the other hand, no one likes to have a company waste their time and it’s clear that many surveys aren’t sufficiently connected with executive decision making.

Your experience completely resonated with me and I love the action outline you provided. I hope you’ll share it with the Marriott. They certainly need the advice.

Thanks for the excellent post.

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