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
Being a second-generation family-owned business is something I’m incredibly proud of. Not only being able to carry on the legacy and entrepreneurial spirit, but to see how much we’ve grown and evolved over the years. My dad started MacKenzie in 1985 from the bonus room of our family home, and it goes without saying that
Part of what I love about being a boutique customer insights firm is the variety projects and objectives we get to cover. One week I’m in the world of motorsports conducting a lifestyle study, and the next I’m working with a nonprofit to strengthen their community impact. While leveraging feedback and data to guide strategic
Up to this point, I’ve focused mainly on what to do while conducting a customer insights project. From keeping an open mind to encouraging creative problem solving, these points are most relevant during project planning and execution. But it’s just as important to discuss why customer insights projects are launched in the first place. As
In my previous article, I discussed the importance of keeping an open mind throughout any customer insights project. Building upon that idea, open-mindedness is not limited to the project’s findings. It extends to the development of solutions and action items. Part of loosening our grip on preconceived notions and beliefs includes a willingness to explore
One of the most powerful aspects of a customer insights project is how it can shift, shape, and evolve the way we see the world around us. By listening to feedback and exploring our competitive environment, we gain the knowledge needed to make informed and confident decisions. But for that to happen, we must keep
There’s a quote by Debasish Mridha that perfectly captures the MacKenzie approach to customer insights: “Curiosity is the origin of knowledge. Experience is the origin of wisdom.” The reason this quote is so powerful is that it illustrates how there are two sides of the customer insights coin. On one side, we must always stay
When chatting with a client or prospect, one of the first topics we always cover is performance benchmarking. From brand awareness to customer experiences, there needs to be clearly defined metrics in place for future comparison. This is how we gauge the impact and effectiveness of any new initiative. Sometimes brands already have benchmarks in
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