research - the day after
Post on 21-Oct-2014
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Measuring is knowing, and knowing often doesn’t change a thing. We’re all convinced, measuring is knowing. But far too often, we fail to implement. So it's high time to close the "knowing-doing" gap !TRANSCRIPT
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“The day after”
Research put into action
June 2011
Galland.beconsultants in strategic marketing
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“Judge a man by his questions rather than by his answers”
Voltaire
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You just finished a research project3
©jinx (flickr)
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How will this improve customer experience?
5
©nojhan (flickr)
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Only 10 % of the companies actually “implement change” as inspired by customers
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©Matt From London (flickr)
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Taking research further
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Collect feedback
Alert staff Use insights Deploy & improve
Tell customers
95% of companies listen to customers
50% communicate findings to employees
30% act upon findings
10% implement change
5% feedback to customers
Source: Customerchampions.co.uk (European companies)
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©dlhdmb13 (flickr)
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Closing the knowing-doing gap
Value creation
Actions
Business decisions
Learnings
Research
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Turn Learnings into Business decisions
Define a clear strategy in terms of what the
company should do and what the company should
not do
Turn Business decisions into Actions
The company strategy needs to be reflected in all
actions taken by your organisation
Turn Actions into Value creation
All actions should contribute into a better customer
experience, bringing value to the customer and the
company
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©astanita (flickr)
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You happily pay the price of your research, because you know it is valuable. You are right.
Are you aware of the cost of ignoring yourcustomers, if you don’tput research resultsinto action?11
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“A brand is more than a promise, It’s a commitment to create
a unique experiencefor your customers”
Ann Galland
Galland.be
Find out more?
Contact us at www.galland.be
Call us, mail, or let’s meet
Ann Galland
Managing Director
+32 477 225 415
Geert Van Couteren
eMarketing consultant
+32 477 920 470
Galland.be
Galland.beconsultants in strategic marketing