We believe that customer research begins with offering relevance to customers – giving them products and services that meet their wants, needs and expectations. It requires a commitment to engaging the customer on the basis of what is best for the customer – not what is best for the brand.
Loyalty is a much abused word in marketing. But it’s true many companies strive to achieve that often championed goal of customer loyalty. The vast majority of brands do not inspire true loyalty amongst their customers.
So perhaps the first question you should ask is do your customers show their loyalty to your brand, in the truest sense of the word, and brand themselves?
Customer research enables companies to put the customer at the centre of every decision. All our work starts with data. We primarily use sources that reflect behaviour, such as transaction card data, where the consumer has voted with their feet, but also overlay research, media and online data. We then extract insight from this data that helps tell us what action to take.
We personalise the brand experience by enabling our clients to deliver a more relevant offering to each customer, both in communications and both on and offline. This helps our clients demonstrate their loyalty to their customers.
How do you build customer preference for your brand? How do you make sure that when prospects are at the point of decision they choose your brand? The answer to both comes from customer research, data mining and data-driven insight.