Tag Archives: customer behavior

Customer Engagement: The Glaring Blind Spot You Have Been Ignoring

Photo by paul bica

‘You get hit the hardest when trying to run or hide from a problem. Like the defense on a football field, putting all focus on evading only one defender is asking to be blindsided.” – Criss Jami, author, poet, essayist

During last week’s Total Customer Experience Leaders Summit, Kunal Gupta, Ph.D., Senior Vice President, Burke Institute, presented “Customer Engagement: The Glaring Blind Spot You Have Been Ignoring in Your Customer Measurement Program.” Kunal contends that the ability to achieve business success comes from the desirable behaviors of engaged customers. To achieve higher levels of business performance, you need to understand and measure customer engagement.

Your customer measurement program should measure the underlying mechanisms that can foster stronger customer commitment by helping you answer these important questions:

  1. Is the behavior of your customers “black and white” or “shades of grey?” Customers can exhibit various shades of engagement toward a provider, either from being willing to pay a price premium or readily switch for lower price. At the same time, a customer can be loyal towards multiple providers, but be more sparing in their emotional attachment with a provider.
  2. What drives customer behavior – cognition, emotions or both? Customer measurement programs should make you think more actively about the role of emotions and how they affect the customer decision making processes. In reality, organizations believe that their customers are rational individuals. Increasingly, however, there is greater recognition that their customers also allow inclusion of emotions and the non-rational in their decision making process.
  3. Are needs of tenured customers different than newer customers? Tenured customers have more favorable as well as more consistent perceptions, including emotions toward the provider. In early stages of customer tenure, emotions might not even influence the choice process.

By applying a research framework that applies both art and science as the foundation of your customer measurement program, you can overcome the glaring blind spot and foster greater customer engagement.

Peggy L. Bieniek, ABC is an Accredited Business Communicator specializing in corporate communication best practices. Connect with Peggy on LinkedIn, Twitter, Google+, and on her website at www.starrybluebrilliance.com.

Beyond Age & Life Stage: Using Psychological Profiling to Better Understand Women

Demographics don’t drive her behavior. They are just one
brushstroke in the portrait of today’s women.
In this interactive webinar entitled, ‘Beyond Age &Life Stage: Using Psychological Profiling to Better Understand Women,’ Insights
in Marketing, LLC’s i-on-Women team of experts will discuss how the overreliance
on demographics can lead you astray and how a deeper, more holistic
understanding of your female target can lead to more impactful marketing. On
Wednesday, June 5, 2013 at 1 PM EDT get a sneak peek into i-on-Women’s
psychological profiles of US women and learn how to use these profiles to
create breakthrough marketing.
Join Insights in Marketing as we use industry-leading
research to:
‘             Talk
about the pitfalls of stereotyping based on demographics
‘             Identify
psychological attributes that drive behaviors
‘             Explore
2 of our 5 identified psychological profiles of US women
‘             Demonstrate
the value of psychological profiling through a real-life case study
‘             Provide
tips to elevate your marketing using these profiles
As founder of Insights in Marketing, LLC’s i-on-Women
team, Tinesha has a passion for uncovering insights about her that matter.
Tinesha brings clarity and understanding to the many issues that marketers
struggle to understand when targeting the female consumer.
A true social scientist with a background in psychology,
Chad is a critical member of Insights in Marketing LLC’s i-on-Women team. Chad
specializes in employing creative, female-centric research techniques to
achieve a bigger picture female consumer understanding.
Want to learn more about how a deeper understanding of
your female target can greatly improve your marketing? Register today! http://bit.ly/18LshP8 

Customers in the recession

So what are customers still buying during this economic downturn? It’s important to know what they’re buying so a company can offer products that are still relevant in a consumer’s buying options. According to Forbes, here are the top 10 things Americans are still buying in this time of economic recession:

1. Smart Phones
2. Video games and Consoles
3. Gym Memberships
4. Personal Care
5. Toy Building Sets
6. Car Maintenance
7. Dress Casual Shoes
8. Restaurants
9. Movie Tickets
10. Netbooks

Does anything on this list surprise you?

Online retailers now have action points

A recent study by PayPal recently did a study looking into customer behavior when shopping online. They found that price was not the overall determining factor when customers bought items online. It is important that online services provide complete customer service before, during and after a purchase, including quick site speed, accessibility, after sales service and the ability to exchange goods. The research done by PayPal also found that customer registration requirement for small sites accounted for 68% of customers turning away from their purchase. There was an additional 57% of users who cited poor site experience and confusion when it came to navigation made people turn away from making purchases as well. Read more about this at Retail Bulletin.

What is Shopper Research?

Researching the web I came across this insightful video ‘TNS Market Research – What is Shopper research?‘ from TNS Global. Appropriately titled, the video explores what shopper research is and touches on these 4 pillars: Shopper behavior, idea, expression, and experience. Take a couple of minutes to view the video. How is your organization using shopper research tactics to get in the mind of the consumer?