Real Customer Insight – they may tell us what they will not tell you!

A small amount of customer insight into key buyers will yield you hugely powerful information to improve the service and generate more business leads.  Sometimes customers will not tell you directly about the issues that annoy them but they are happy to talk to a 3rd party, particularly if they are well briefed and understand something of the business.
We have just completed a short programme for a customer doing just this.  It has unearthed issues around service levels, keeping the existing customers happy – the easiest way to keep your business strong.  We also found out a lot about desired formats of communication when customer like to be communicated to, their propensity to use online and offline, their purchasing habits etc.
As an exercise amongst a small sample of key buyers, it is incredibly insightful and provides a number of key activities to implement in the short term at little cost to improve , retain and nurture new business.
For more information on our research and insight services, contact russ@rfm.co.uk