When it comes to marketing, people are key. After all, it is to customers that the value of a product, service or business needs to be communicated. But even the best marketing campaign in the world cannot overcome a less-than-desirable customer experience, especially if the brand promises being made are not being met on a personal, face-to-face level in store with retailers.
It is potential issues like these that Customer Radar has been able to identify, thanks to their now more than one million pieces of feedback from real customers. The customer experience-oriented company works with major retailers throughout New Zealand to deliver live insights from their customers, as well as in media, with feedback codes placed in magazines as a means of getting feedback on each issue.
Since launching in 2009, it has provided clients in an extensive range of industries with the ability to gather real-time feedback directly and privately from customers and turn those into insights that they can then use to improve their business and retain customers.
Already having one of the biggest datasets in Australasia, Customer Radar hit another milestone late last week, as they gathered their millionth piece of feedback through their customer feedback technology platform. In other words, their clients can now see exactly how almost one in four Kiwi feels about their business.
“One insight that is of particular interest to marketers, and further suggests that people are key, is that overall, staff are the single biggest factor that affects customer experience,” says Mat Wylie, founder of Customer Radar.
“More than product, price, or location, it’s often the people who make or break a business, and we have the data to prove it.”
Another major trend is the default to price. “If customers aren’t satisfied, or don’t have a great customer experience, they default to wanting a lower price,” Wylie said. “The less satisfied a customer is with their experience, the more prominent price becomes. That’s why providing great service is so important – it allows you to compete on more than price.”
Over a thousand individual feedback measures (stores, departments, media or people) are currently tracking responses using Customer Radar technology. “It’s taken us five years to get to a million responses, and with the growth of our business and volume of feedback responses our users are generating it should take us less than twelve months to reach the next million,” says Wylie. “This is amazing growth, as the more data we receive, the more valuable it becomes for our clients.”
Wylie describes how all businesses using Customer Radar have become far more customer focussed. “They’re now able to put their customers voice right at the middle of their business, and can see exactly what they like and don’t like,” he says. “What’s fantastic is that they are changing every day based on that information. Customer satisfaction scores are growing continuously across the board for all of our clients.
“Most of them become more profitable as a result, because they retain more customers than their competition.
“It seems crazy to me that you wouldn’t want to have your customer’s voice as the centre of your business. Every customer should be able to give feedback every day.
“The fact that we have now reached a million feedback responses in just five years is a testament to the real desire that Kiwis have to offer their opinions and get a better customer experience.”
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