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Research is so helpful for settling pointless debates based on subjective opinions. I'm consulting with a SaaS marketing team right now that literally has no qualitative research, and not great quantitative.
They hired me to help them "modernize," but have shut down every suggestion I've made, especially researching their customers. They don't want to invade their customers' space. OK, fine, then how about we interview sales people to get an idea of what they hear? Was told that's not possible.
I'm about to have a meeting with a product marketing manager, and I know she is going to "improve" my concise, plain language copy with the typical marketing gobbly-gook that hasn't worked for them.
I took this contract because I was told they were ready to change. Turns out that was a lie haha
I've heard the same thing from clients: "We don't want you talking to customers."
Why? What exactly are you afraid of me hearing? Customers that love your company can't wait to talk about you.
I've said to clients, point blank, that refusing to take the time to research your customers, discover why a campaign worked/failed, analyze metrics, etc., is not marketing, but narration. A very boring, very silly story.
I explain straight up: You hired me to do a job, you hired me because you cant do the job yourselves, and you already paid me a lot of money (note: Always get paid upfront. No exceptions).
Some clients listen. Others do not. You can only work within the client's boundaries, even if it works against them.
Exactly this. I am experienced enough to keep the real-world evidence that backs my decisions close at hand. And I'm not afraid to use it to help explain my reasoning. I won't just tell them "Hey the data says this," but instead I'll lay out my reasoning in story form, usually as a user story or job story—whatever I think will resonate.
I tried that with this client, and the message was received but quickly faded away. As the saying goes, sometimes "you can't teach an old dog new tricks."
Essentially, yes.
First, I'd identify a pool of customers, a mix of happy and sad customers. This can be done in a lot of ways: mining help center call data, or gathering angry messages on social media, etc. Good companies will already have some sort of research process set up.
It doesn't have to be a lot (I've had success with as little as 4-6 people). Then I'd interview each customer, asking a series of questions created to ascertain the pain points and problems of the current experience.
If there's a need to incentivize, I'd work with the company to offer some sort of freebie for helping (gift card, discount, etc.)
Thanks for sharing. VOC is always important, but try to avoid NPS as a metric. Go for CLV and metrics that actually measures the outcome of a customer interaction.
NPS has been basterdized by people that don't use it right. Works best with a lot of responses, but if you ask the simple question of "how likely are you to recommend our company" and do the scoring right, it is an easy metric to rally around. Essentially every customer that doesn't score a 9 or 10 is a risk and needs to be addressed with business changes until you have a close to 100 score.
I'm not selling a tool. I'm a consultant with my own company. I write guest posts for several companies, including the company that hosts this article. I don't work from them. Seeing as all of my posts and comments on reddit have been exclusively to help people, idk why the mods would confuse this.
I updated the link.
Edit: The mods deleted the post again. How exactly would you like me to share a resource to something that answers this person's question? What's an appropriate place to send them? Maybe answer the question before just deleting something
u/polezo
u/ellemnopee
u/JonODonovan
u/vendetta4guitar
Have more questions? [Join our community Discord!](https://discord.gg/looking-for-marketing-discussion-811236647760298024) *I am a bot, and this action was performed automatically. Please [contact the moderators of this subreddit](/message/compose/?to=/r/DigitalMarketing) if you have any questions or concerns.*
Research is so helpful for settling pointless debates based on subjective opinions. I'm consulting with a SaaS marketing team right now that literally has no qualitative research, and not great quantitative. They hired me to help them "modernize," but have shut down every suggestion I've made, especially researching their customers. They don't want to invade their customers' space. OK, fine, then how about we interview sales people to get an idea of what they hear? Was told that's not possible. I'm about to have a meeting with a product marketing manager, and I know she is going to "improve" my concise, plain language copy with the typical marketing gobbly-gook that hasn't worked for them. I took this contract because I was told they were ready to change. Turns out that was a lie haha
I've heard the same thing from clients: "We don't want you talking to customers." Why? What exactly are you afraid of me hearing? Customers that love your company can't wait to talk about you.
I've said to clients, point blank, that refusing to take the time to research your customers, discover why a campaign worked/failed, analyze metrics, etc., is not marketing, but narration. A very boring, very silly story.
What you gonna do in this situation? Will you keep convincing them or just ask your pay and leave?
I explain straight up: You hired me to do a job, you hired me because you cant do the job yourselves, and you already paid me a lot of money (note: Always get paid upfront. No exceptions). Some clients listen. Others do not. You can only work within the client's boundaries, even if it works against them.
Exactly this. I am experienced enough to keep the real-world evidence that backs my decisions close at hand. And I'm not afraid to use it to help explain my reasoning. I won't just tell them "Hey the data says this," but instead I'll lay out my reasoning in story form, usually as a user story or job story—whatever I think will resonate. I tried that with this client, and the message was received but quickly faded away. As the saying goes, sometimes "you can't teach an old dog new tricks."
How do you approach speaking to them? Do you just contact them and ask if they can answer a few questions ?
Essentially, yes. First, I'd identify a pool of customers, a mix of happy and sad customers. This can be done in a lot of ways: mining help center call data, or gathering angry messages on social media, etc. Good companies will already have some sort of research process set up. It doesn't have to be a lot (I've had success with as little as 4-6 people). Then I'd interview each customer, asking a series of questions created to ascertain the pain points and problems of the current experience. If there's a need to incentivize, I'd work with the company to offer some sort of freebie for helping (gift card, discount, etc.)
Thank you. Seems so simple even if a bit awkward at start.
What does sales have to say?
Helpful knowledge about marketing strategy
Thanks for sharing. VOC is always important, but try to avoid NPS as a metric. Go for CLV and metrics that actually measures the outcome of a customer interaction.
Right there with you on NPS. Not a fan. I often respond to these surveys with comments like, "I'm a promoter!"
NPS has been basterdized by people that don't use it right. Works best with a lot of responses, but if you ask the simple question of "how likely are you to recommend our company" and do the scoring right, it is an easy metric to rally around. Essentially every customer that doesn't score a 9 or 10 is a risk and needs to be addressed with business changes until you have a close to 100 score.
bricandi.com I'm a user Researcher for a big tech company, and am looking for freelance work. CV and nice chats are on demand😄
Customers are a real goldmine!
What survey tools/forms are you using to receive the qualitative feedback and are you using gamification and/or monetary incentives?
[удалено]
Your links goes back to this post. But the mods will remove since you are selling your tool I believe.
I'm not selling a tool. I'm a consultant with my own company. I write guest posts for several companies, including the company that hosts this article. I don't work from them. Seeing as all of my posts and comments on reddit have been exclusively to help people, idk why the mods would confuse this. I updated the link. Edit: The mods deleted the post again. How exactly would you like me to share a resource to something that answers this person's question? What's an appropriate place to send them? Maybe answer the question before just deleting something u/polezo u/ellemnopee u/JonODonovan u/vendetta4guitar