are the end buyers and are the key collaborators ? Insurance It sounds like ‘consumers’ ‘businesses’ companies operate business models like this they manufacture the insurance products ( based on – market research amongst end customers and collaborators / insurance brokers) and communicate to both audiences. Communication would include, for example: press ads that both audiences would see , raising awareness and interest in the insurance need and product ( this is / drawing called ‘pull’ audience) and then they would make posters, leaflets available to the brokers for their offices (this is called / reaching out to the audience) ‘push’ METHODS Q Most effective/cost effective way to conduct primary research - established business Answer. You can capture the of the in a number of cost effective ways: ‘Voice customer’ Complaints encourage them, determine the cause(s) and track these as performance – ‘key indicators’ often the first step in ultimately a complaint. Queries – Customer Satisfaction test the product and service attributes that matter most to the – customer Point Of Contact during a sales or service interaction with a customer – In-Bound Through Call Centre recording calls – Out-Bound Customer Care Calls recording calls – Customer Behaviour Observation website usage – Customer Forums blogs or chat rooms or special design web sites – User Panels testing new products – Board Meeting customer attendance to articulate their experience – Customer Immersions observing customer experiences with new staff, products, services – Word Of Mouth scanning the internet to track what is being said about your company – Social Feedback customer feedback at social events – Mystery Shopping third parties are engaged to experience your company and report back – Key Account Management account reviews – Employee Feedback using an intranet channel – Supplier Feedback about your company and your customers – Investor Feedback at times other the AGM – Community Feedback through corporate social responsibility programmes – Influencer Feedback opinion surveys of key media – Research your experience of your company and others, with the following questions... customers’ Satisfaction with product/service/company Likelihood to do business again Likelihood to recommend Why the customer is not satisfied/likely to do business again/recommend Awareness and usage of competitors Satisfaction/likely to do business again/recommend competitor and why How did they learn about your business? Have they purchased from your competitors? How do you rate against your competitors? - worse, same, better and why How often do they purchase from you? Do they purchase across your entire range? Could they purchase more from you? Would they be interested to learn more about your products and services?
It sounds like ‘consumers’ are the end buyers and ‘businesses’ are the key collaborators ? Insurance companies operate business models like this – they manufacture the insurance products ( based on market research amongst end customers and collaborators / insurance brokers) and communicate to both audiences. Communication would include, for example: press ads that both audiences would see , raising awareness and interest in the insurance need and product ( this is called ‘pull’ / drawing audience) and then they would make posters, leaflets available to the brokers for their offices (this is called ‘push’ / reaching out to the audience) METHODS Q Most effective/cost effective way to conduct primary research - established business Answer. You can capture the ‘Voice of the customer’ in a number of cost effective ways: Complaints – encourage them, determine the cause(s) and track these as ‘key performance indicators’ Queries – often the first step in ultimately a complaint. Customer Satisfaction – test the product and service attributes that matter most to the customer Point Of Contact – during a sales or service interaction with a customer In-Bound Through Call Centre – recording calls Out-Bound Customer Care Calls – recording calls Customer Behaviour Observation – website usage Customer Forums – blogs or chat rooms or special design web sites User Panels – testing new products Board Meeting – customer attendance to articulate their experience Customer Immersions – observing customer experiences with new staff, products, services Word Of Mouth – scanning the internet to track what is being said about your company Social Feedback – customer feedback at social events Mystery Shopping – third parties are engaged to experience your company and report back Key Account Management – account reviews Employee Feedback – using an intranet channel Supplier Feedback – about your company and your customers Investor Feedback – at times other the AGM Community Feedback – through corporate social responsibility programmes Influencer Feedback – opinion surveys of key media Research your customers’ experience of your company and others, with the following questions... Satisfaction with product/service/company Likelihood to do business again Likelihood to recommend Why the customer is not satisfied/likely to do business again/recommend Awareness and usage of competitors Satisfaction/likely to do business again/recommend competitor and why How did they learn about your business? Have they purchased from your competitors? How do you rate against your competitors? - worse, same, better and why How often do they purchase from you? Do they purchase across your entire range? Could they purchase more from you? Would they be interested to learn more about your products and services?