Voice of the Customer
The job of customer research is answering this question. The better you understand what really matters to customers–their needs, perceptions, sentiments, and behaviors–the better you can undertake productive action to:
- improve your positioning in the mind of customers,
- increase your understanding of customer requirements,
- increase customer use of product or service,
- enhance customers experience with your product or service, and
- better measure the strength of customer engagement.
It is important that your customer research gets it right. Most customer research get’s it wrong. Based on the same methods used for political polling, traditional customer research gets the answers wrong about 90% of the time (false positive rate). Running a business is different than running for office. Traditional, polling-based research, compromises your operational effectiveness, customer communications, engagement, and organizational credibility.