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 place, which is great. Other times we help establish those benchmarks by leveraging their past survey results or existing customer data. If neither of those are available, we add performance benchmarking to the list of objectives for a new project. Whatever the scenario, we make sure it happens.
For our own growth and development, MacKenzie needs to have performance benchmarking as well. As a B2B customer insights partner the best metrics aren’t necessarily as clear as with B2C brands. Yes, we need our audience to be aware of our company and have knowledge about the services we offer. Yes, we want our clients to be satisfied and feel there’s value in working with us. But those finite details don’t always tell the full story.
Ultimately, we measure our own success through the success of our clients. The only way we achieve our goals is if they achieve theirs. This is partly why we put so much emphasis on long-term relationship building. Even if our direct working partnership ends with the project completion date, we’re in it for the long haul. We want to stick around and maintain communication to ensure our clients are seeing the impact they had hoped for.
We want to remain available in case questions arise or further assistance is needed, even after the contractual agreement has ended. Our performance benchmarks aren’t always quantifiable metrics. They’re more qualitative in that continued dialogue and post-project accessibility help us evaluate the services and solutions we offer.
Whether you’re looking for one-time project support or a long-term customer insights partner, our team is here for you. We understand the ongoing nature of brand development and know that sometimes additional guidance is needed days, weeks, or months down the road. Your success is our priority, and that commitment doesn’t have an end date. So, if relationships are as important to you as they are to us, we’d love to connect!
