My kids are a few weeks into their summer break and with all the time we’ve spent together as a family, one thing has become clear – those little humans are very curious. They ask a ton of questions about everything. But they’re not just random questions. I can tell my kids genuinely want to
At our core, MacKenzie is a strategic customer insights firm empowering brands with data-driven knowledge, clarity, and wisdom. The goal is to develop best-in-class products, services, and experiences that deliver true value and joy. But there’s an important extension of customer insight that’s needed to be relevant and stay relevant within highly competitive markets –
Consumer data privacy has been an increasingly important topic over the past few years, and understandably so. People want to feel in control of what businesses know about them. They want their personal information protected and they want to feel secure browsing online. However, studies continually show consumers want personalized experiences and targeted promotional offers.
When my dad started MacKenzie back in 1985, his focus was empowering brands to better serve their customers by better understanding their customers. He leveraged customer feedback to generate powerful insights that enabled clients to make informed and confident decisions. I vividly remember the stacks of papers surveys and hours of data entry that went
With summer officially underway, my schedule outside of work is about to get a lot busier in a lot of really great ways. I’m fortunate to have just been on a vacation, my kids are on their summer break, and the beautiful weather makes it tough to stay indoors. This time of year always has
This fifth and final part in my survey development series isn’t about closing the door on a customer feedback project, it’s propping the door open for both short-term and long-term benefits with an open feedback loop. But before we get into that, here’s a quick recap to freshen your memory. We started with defining our
In last week’s article, I shifted focus from the effective surveys and started focusing on developing engaging surveys. I’m excited to continue that theme because the respondents are just as much a part of the process as we are. They’re the ones putting in the time and effort to share their feedback, so it’s important
The first two parts of this series addressed survey objectives and having an action plan for the customer feedback we gather. These topics focused on our surveys being effective. But we need to have the respondents in mind as well. They are actively involved in this process and their experience deserves to be considered during
Last week, I discussed the importance of starting any survey development process by clearly defining your objectives and desired outcomes. Having detailed and specific reasons for gathering customer feedback is how meaningful insights are produced, and it’s the foundation we build upon moving forward. If you missed that article or just want a refresher, you
I often laugh at myself because whenever I take a customer feedback survey, I’m just as interested and opinionated about the survey itself as I am about the brand-related questions. But I’m a customer insights professional and enthusiast. I can’t help but view the surveys I take through that lens. With each question, I’m considering
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