Listening to consumers is not enough, you have to implement changes quickly
11/25/09 07:56 AM Filed in: Listening
to your customers
Executives talk about the importance of deep consumer insight...but struggle to achieve it. Only 35% of executives describe their consumer insight capabilities as best in class. In an era of consumer empowerment that is disgraceful. Most companies have not yet unlocked the value of consumer insight. Frustrations exist both among line managers and within consumer insight teams mostly because it can take too long to implement answers to what consumers really want and need. If line managers are capable at doing their jobs than they should be empowered, to a certain extent, to get through solutions that can enhance the companies marketing.
The problem with consumer insights is that the target is forever changing. Changes meant to turn consumers into brand advocates can be copied by your competitors and eventually the playing field becomes level again. You therefore have to ensure that you consistently exceed consumers expectations again and again.
Let’s look at an example of AT&T Uverse Internet service. I signed up for AT&T about a year ago deciding to dump my cable provider Time-Warner. I have to say that at first I was nervous as many people were extremely negative about anything to do with AT&T but over time I am glad I made the decision to move to AT&T. Three months ago I received a card in the mail telling me that they had increased the speed of my Internet for free and new higher speeds were also available. When I had trouble with eMail a customer service went out of his way to ensure that I was happy and resolved my problem with a follow up email to ensure that I was happy. I also received a free $100 AT&T Visa card which was used for a nice dinner. In an age where instant gratification takes too long I am happy that I have 20 Mps download speed via AT&T Uverse. To that end I sing their praises and I can tell that they are trying to make me happy as a customer.
Even with this great service if I was to have a bad experience I might decide to look elsewhere. I still get cards from Time Warner enticing me to come back with steep discounts but I am very happy with AT&T. So what can AT&T do to get others to see them a first rate Internet provider? Well they can keep offering great customer service and of course increase the quality of the product. They have to keep investing in the product or they could lose a competitive advantage.
Social media has given consumers a voice and there is no excuse for not being aware of issues with brands and companies. You need to respond in Internet time and this means ASAP not when you’re ready to respond. Empower you customer service to make a difference and you can be rewarded with increased loyalty and customer satisfaction.
