The Value of Customer Insight

Investing in intelligent research.

Examples of effective customer insight are popping up all over the media. The reality is that customer research has been going on under the radar for decades. However, in the past couple of years, it has become more popular for companies to shout about what they have conducted. By sharing their research companies are improving their customer connection, they are creating a reachable, human image.

The most recent customer insight story involved handmade food chain Pret a Manger. Pret a Manger announced last week that they would be opening a Veggie Pop-Up store on the back of extensive customer research. Pret’s CEO Clive Schlee wrote a blog last summer discussing the idea of opening new cafes that only serve non-meat options. And after receiving 10,000 votes, this June sees the result of this customer insight exercise.

Pret a Manager’s Group Marketing Manager, Mark Palmer commented that ‘a lot of brands say vote for a change when they’ve already made up their mind. It is just lazy. If customers are good enough to give you their time, you need to listen. Marketers find it hard to listen, they usually have their minds already made up. That is a mistake because if customers want to be part of your brand, you need to take them seriously.’

Blumilk could not agree more. Here at Blumilk we always work with our clients to boost their customer insight and to create customer-centric campaigns.

There are countless ways to maximise customer insight and to promote your successes. Blumilk strives to help our customers find the perfect, most cost-effective options for their goals. However, there are some fundamentals that we suggest our clients focus on.

Utilising Customer Insight

Data

Data is one of the most valuable things your business owns. Invest time in making sure your databases are current, up-to-date, and ensure that they contain the information you need.

Communication

If you don’t communicate with your customers on a regular basis then conduct a survey out of the blue, don’t expect a great response. You need to build a relationship like any other human interaction. A regular basis can be once a month, but if your customers come to expect that email or letter on their doormat containing relevant information, you can expect to see a more positive response.

Research

Research is especially tricky. Customers will rarely give something for nothing and that something may be as simple as finding out their favorite brand of coffee. Successful research comes from intelligent engagement. Blumilk work with our clients to build strategic engagement plans in order to gain the most from their research.

Want to learn more from your customers? Have an idea for your next campaign but need help executing the details? Why not give one of our specialists a call on 0191 232 4401 and start your creative journey with Blumilk.

Reference: www.marketingweek.com/2016/04/20/