You know that what your customers tell their friends or blog about you affects your business. What they think about you affects your staff morale and retention.
You know that preventing a problem is less costly than fixing one. You know that repeat sales to a satisfied client is less costly than finding a new one. And heaven help you if a problem gets referred to lawyers or regulators.
Taken together, these factors largely determine how much revenue and profit you make and how well you’re going to sleep at night.
How much do you really know about what your clients are thinking?
- Some business managers depend on customer feedback – largely complaints after the damage is done.
- Some have customers fill out report cards using a rating scale. That’s nice, but what does a “4” rating really mean? Do you know what you need to do to raise it?
When was the last time you saw a research report that gave you . . .
- A very specific set of items to fix, as well as
- A clear list of items that differentiate you from your competitors that you can use in marketing?
The Crain method involves hybrid interviews that combine quantitative data with open ended discussions of the reasons for scores. The quantitative data can be gathered by web or phone, but the conversation is by phone and we record the conversations to make sure we have exactly what the respondent tells us.
We then sift the data, connect the dots, and generate specific recommendations supported by numbers and verbatim comments.
This is a time-consuming process, but, as a virtual firm with no overhead, we can do this for less than most research firms charge for a simple web survey. The cooperation rates we achieve are excellent, ranging from 50-80% participation.
The truth will set you free, and we can help you find it.