Using the Data

What to do when customer research data starts rolling in

It's a fact: the more you know about your customers, the more your marketing and advertising will resonate with them. That's why customer satisfaction research is so important, especially in today's highly competitive marketplace. Research allows you to delve deeper into customer preferences and formulate a marketing plan that is relevant and appealing to your targeted audience. Here are some great techniques to make the most of your customer research data:

1. Draw comparisons. Do a side-by-side comparison of the research you have for both current and former customers. Before long, you'll get a good picture of what's working particularly well for your business and what's driving some customers away. But don't stop there: take the steps necessary to address any issues, such as breakdowns in customer service or off-putting prices.
2. Prioritize. With your data in hand, make a list of five major "influences" on your customers' purchasing behavior, then rank them in order of importance. You can use this list to determine an integrated marketing approach. For example, if you own a house-cleaning service and find that your customers' top three influences are emotional in nature (such as customer appreciation), then use an emotional appeal in your campaign.
3. Trust the data. A savvy businessperson is often taught to "go with your gut." However, you may want to do the opposite when examining customer satisfaction research. Trust the numbers and don't ignore any of the findings. By taking this approach, you will make well-informed business decisions in the future.
4. Use testimonials. Not only do testimonials add credibility to your company, they also can help you address any challenges, or fortify any strong points, you find in your research. For example, if you own a consulting firm and find that potential customers are looking for a business with great customer service, include testimonials in your marketing materials from current clients who rave about your service.