Tag Archives: Customer needs

Webinar: New Research on the Changing Face of Beauty





New Research on the Changing Face of Beauty

Join us for a Free Web Seminar on Thursday, June 10th from 11:00 AM -12:00PM EDT

Reserve your Web Seminar seat now at:

https://www1.gotomeeting.com/register/260448192

Mention priority code MWS0029Blog

About the web seminar:

Personal care and appearance have become an obsession. Personal care product usage has increased in double digits in the past 5 years with consumers using more individual products on average every day.

In order to develop new products, companies need to identify unmet needs as well as emerging trends and attitudes. Furthermore, we need to better understand how consumers navigate through new categories.

This beauty and personal care development has created a need for new understanding. How has behavior changed? Do women feel differently about themselves?

In order to understand how the category has evolved, we need to be able to look back in time. In 2005, BuzzBack conducted a study among US women around personal appearance and their use of personal care products ‘ from cosmetics to body and face lotion. The study utilized eCollage, our award-winning online technique for revealing visual associations and underlying emotions/feelings.

In this new webinar, five years later, we will look at what’s changed ‘ as well as compare to new findings among women in the UK.

Attendees of this webinar will learn:

‘ How attitudes related to beauty and appearance have changed among females in the past 5 years and why

‘ How women use imagery to better express how they feel about their personal appearance on a typical day

‘ What remains the same — which consumer feelings are similar today compared to 5 years ago and why

‘ How the recession has impacted purchase behavior and why

In addition, you’ll learn how new research methodologies, especially hybrid qual-quant online techniques, have evolved. Traditional quantitative measures will be combined with future-facing qualitative collection methods and advanced qualitative analysis.

Featured Speaker:

Brendan Light, SVP, Research and Development, BuzzBack Market Research

Brendan has been leading research development and best-practices for BuzzBack, with recent recognition by the Advertising Research Foundation as a Great Mind winner for Innovation. In addition to continually improving the quality of the quantitative and qualitative methodologies and analytics of BuzzBack’s research offerings, he pioneered BuzzBack’s award-winning and patent-pending eCollage and Verbatim Viewer technology, and leads a broad team of future development and research strategy for BuzzBack. He continues to focus on leveraging the transformative powers of the Internet to evolve respondent engagement, operational efficiency, and visualization of analytics and insight. He has over 10 years of client and research supplier side experience, having also served as Research Director for Grey Interactive and as the Global Director of Ipsos-ASI Interactive.

NACCM 2009: Innovating the Service Experience on a Dime: Overcoming Resource Limitations by Taking a Differentiated Approach

Experience and service are two different aspects of our businesses. We can’t create experiences, they happen based on multiple variables. Experiences are co-created says Ryan Armbruster, recent SVP, Chief Experience Officer for Oncure. The best we can do is to deliver great service, and Armbruster believes that should be our focus.

Oncure Medical Corp. is a nationwide network of free-standing radiation oncology centers. The CEO of Oncure was himself a cancer survivor and had first-hand knowledge of the challenges facing cancer patients. Oncure wanted to improve their services and began conducting research at their clinics. They included focus groups, staff interviews, and patient input. They knew they had to look at their cancer patients’ experiences and needs from both inside and outside the walls of their treatment centers.

Where do businesses start in creating a new value-laden service? Armbruster states that businesses typically follow one of the following approaches:

1) Use personal business experience
2) Borrow solutions from other companies in industries
3) Borrow solutions from companies in other industries
4) Use personal experience as a customer
5) Ask customers what they want
6) Understand unmet needs of your customers

There is a definite challenge with the fifth approach, says Armbruster, as it doesn’t always lead to innovation. He quoted Henry Ford to illustrate the concept of customer wants. ‘If I asked my customers what they wanted, I would have built faster horses’ said Ford. If your job is to change context, you can’t have your customers tell you how says Armbruster.

Oncure designed a method to help them develop their services. The first step is to identify the spectrum of customers needs. The second step is to design and optimize services around HIGH VALUE needs. He identified three methods used to identify unmet customer needs:

1) Explicit ‘ asking the customers what they need
2) Tacit ‘ observing and gathering information by getting out and spending time with customers
3) Latent – uncovering needs that customers have that they don’t even know they have

The secret to competitive differentiation says Armbruster is the ability to
‘connect with your customers at a deeper level than the competition’.

He discussed five ways to make these deeper connections. They included:

1) Going beyond asking customers
2) Discovering service prototyping with your customers ‘ get them involved
3) Engaging employees in the process and have them part of the design
4) Encouraging business analysis early in the process
5) Committing to it even if you have only a dime to invest

Keeping your focus on improving your services is an important goal. It all begins with knowing the deep needs of your customers from their perspective. Ryan Armbruster can be contacted at Ryan.Armbruster@gmail.com.

Market research helps measure progress

We know that market research is a vital part to any business, as it can help you understand what your customers need. It can also help you create benchmarks that to tell you if you are meeting your goals when it comes to your customers needs. Robert’s Atomic Blog looks at why market research is important in terms of measuring your success.

Market research creates benchmarks and helps you measure your progress
‘ Unless you measure you will not be able to properly gauge how well your business is performing. Early research can identify flaws in your service or areas where a product needs to be improved, by conducting regular market research it will identify if improvements are being made and, if positive, will in turn help motivate a development team.

Recession can improve customer centricity

Graham Hill recently wrote a post at Customer Think about how, even though the current rough times, companies can focus on and build customer centricity. Should companies are following his five ideals to build customer centricity, they should have a customer base to carry them through the recession. Are you?

1. Having a deep understanding of customer needs (based on customer jobs and outcomes)
2. Mass customisation of products, services & experiences
3. Dynamically reconfigurable delivery system
4. Lean business support systems
5. Customer value management across the customer portfolio

Two Customer Service Approaches Your Company Should Avoid

Whether you’re talking to a company’s representative on the phone or online, there are two quick ways to alienate a customer. Laura Bergells details these two approaches that your company’s reps should watch out for when they communicate with customers in her latest post on Internet Marketing in the Midwest. Laura gives an example of two companies that she has had a long customer relationship with which she will soon break off. One company apologizes constantly in person, on the phone, and in ‘canned letters’. The apologies seem scripted, and thus can frustrate customers even more when their problems are not being solved. The next example involves a company who apologizes for none of its faults, and makes the customer feel like an idiot. The representatives for Company B treated Laura with absolutely no respect, and made no effort to go out of there way to provide superior service. Not only was the rep rude, but they did hold Laura’s scheduled appointment. These are two examples of customer service approaches that your company should never follow. As Laura mentions, customer service is a huge part of marketing, and frustrated bloggers can spread word fast all over social media. Businesses should empower its representatives to use social skills and reasoning to solve problems and communicate effectively with customers, instead of following a script or being unapologetic.

Airline Service: Go the Extra Mile

In the airline industry, customer service is crucial to a person’s overall experience of the flight since customer satisfaction is on the decline. Whether someone is asking for peanuts or an extra pillow, flight attendants must be ready to deal with any sort of requests, and be able to deliver superior service with a smile. I came across this post on The Window Seat where Holly Burns writes about her recent positive experience she had on her flight with Air Berlin. Holly’s connecting flight to Dusseldorf was delayed, and so there was no way that she would make it. Air Berlin delivered excellent service by rebooking every passenger who had a connecting flight, announced it loudly on the speaker, and lastly gave everyone on the delayed flight a voucher for 8 Euros so that they could by refreshments while they wait. Treating people like human beings instead of warm bodies on a plane can really make a difference from an ok airline to a great airline. In this case, Air Berlin realized the problem and exceeded the customers’ expectations of the solution.