“Mirror, mirror on the (Facebook) wall… Which is the best business of them all?”
This is how it goes, right?! And we all get a fortune telling mirror in the Entrepreneurs Initiation Ritual. And the fancy, classical crystal ball together with the Entrepreneur of the Year Award.
Yeah, Fairy Godmother of all Research and Innovation here’s my 2 years profit in exchange for two pounds of what they’re having, please.
No news, high or not, as businesses we want to stay relevant, because relevancy means staying alive, having an impact and adding to the bottom line. Responding to customer needs is, obviously, what keeps us in the game. But who or what can give us hints on what clients truly need?
If you’re new to our site, Best in Test is a feedback solution here to bridge the gap between how you see yourself and how your clientele fancies you. It offers tools which gather qualitative reviews and testimonials from your key influencers so you could gain insight into your audience based on their authentic ratings and opinions. BiT is the plug-n-play survey software which gives you very important information on your clients, so you specifically know where and how to improve. Basically, BiT will close down your perception gap by demising the differences between the value proposition your identity statement makes and the value your customers think they get.
These discrepancies between expectations and provisions are what really harm your lines. Your customers usually expect higher results from what you’re offering. So, it does all go down to managing customer expectations. This type of divergence is usually called ‘The Listening Gap’. The main reasons companies enlarge this kind of intervals are a poor marketing research and upward communication. For example, in the beginning, though customers were expecting it as a given, Pizza Hut wouldn’t offer brownies or lemon pie.
Furthermore, perception gaps vary in form and structure. They can also be knowledge inconsistencies. Management and consumers don’t have the same image about the product. Poor or inexistent service designs and quality service standards set by management instead of customers are two of the possible generators of this kind of perception flaw. On the above case, Pizza Hut started providing poor quality lemon pie and brownies, thus generating customer dissatisfaction. This happened because the information gathered from customers was lacking specificity and their product quality expectations didn’t match what the customers had already been used to.
Another example is the one regarding customer experience differences. The policy gap also refers to a flawed downward communication process. Management transmits the strategic directions but after decoding, designers deliver something different. Moreover, not integrating marketing communications and over-promising are reasons for creating this kind of gap. For instance, the Pizza Hut ad is mouthwatering, but eating is rarely THAT good.
So, what to do to mind the gap and how does BiT help you with that?
- Get to know your clientele better!
You’re supposed to care about and understand customer needs in all their complexities so that you can appeal to and gain from their loyalty over time. If you can satisfy most of their needs, why would they need a competitor? Best in Test helps you listen to your customers by easily gathering genuine and qualitative reviews and testimonials.
- Act on it!
Integrate the results of your BiT analysis in your brand experience statement and culture identity. Make new strategic decisions to ensure internal processes and structural optimizations, by reinforcing customer oriented standards. Watch out for the challenges BiT results might also pinpoint and adapt to them by renewing the company’s service quality commitment. It is as much about them as it is about you and your fast adaptability to their changes in preferences.
- Convert data to a performant customer experience!
BiT integrates a survey tool that can provide data related to the customer experience. Your customers’ opinions on the process development are an important input on how to approach marketing programs and advertising by focusing on important characteristics for clients. Also, encouraging and enforcing both downward and cross sector communication comes in handy. They can be done through sending consistent, internal newsletters or holding organizational culture workshops.
All in all, BiT sets a great, stable starting point, a ground to build a solid future and improve both customer retention and internal structures. Transformation always comes both ways because that’s how we evolve: together.
Are you ready to become a BiT team member, bridge your gaps and grow with us?