There isn’t any buyer obsession with out buyer understanding, and true buyer understanding means understanding who your clients are, how they behave, what motivates them, and the way they really feel about their experiences. Most firms fall wanting cracking the thriller of their clients due to a siloed strategy to buyer understanding. One workforce might deal with producing qualitative insights whereas one other focuses on producing quantitative insights, and by no means the twain shall meet. The result’s a jumble of extremely detailed jigsaw items that fail to return collectively to unravel a holistic buyer puzzle.
Fortuitously, that is beginning to change. Firms like Spotify see the chance of bringing quant-focused sources like information scientists along with qualitatively expert researchers. Spotify senior information scientist Hannes Laggeroth likens this partnership to police investigating against the law: “The crime scene investigator (information scientist) seems at blood splatter, DNA proof, and so on. However to be able to convey the case to courtroom it’s essential to perceive the why. That is the place the detective (design researcher) is available in.”
Because the trusted emissary of buyer empathy, CX practitioners are well-positioned to guide the cost in fixing buyer mysteries. However this implies it’s essential to assemble a crack workforce of buyer investigators who focus on each quantitative and qualitative methods to look at the proof and unlock significant buyer insights.
Buyer churn evaluation demonstrates the advantages of mixing quantitative and qualitative approaches. Positive, it’s nice to know your churn charge and even higher to have the ability to anticipate which clients are more than likely to defect primarily based on quantitative predictive analytics. However qualitative evaluation can reveal why your clients are defecting within the first place. So, whereas you should utilize churn prediction to plug particular person holes within the bucket, on the identical time it’s best to leverage qualitative analysis to design a greater bucket altogether.
At Forrester’s Customer Experience North America digital occasion June 7-9, 2021, I might be talking about how firms are making use of quantitative and qualitative strategies collectively to unravel buyer mysteries. Attendees will study:
- Whodunnit? – The roles that ought to work collectively on buyer investigation.
- With what? – The client insights strategies they focus on.
- The motive? – The advantages firms have skilled on account of this strategy.
By way of case research and my tried impersonation of CSI Miami’s iconic protagonist Horatio Caine, I’ll reveal finest practices you’ll be able to undertake to do your clients justice.
So please join us June 7-9. And for those who can’t make it, I definitely hope you might have a superb alibi…