Using Customer Data to Inform Business Decisions Post-Coronavirus

Using Customer Data to Inform Business Decisions Post-Coronavirus

It seems we hear statements like these get thrown around all day, every day...

“New normal...” 

“We’re all in this together...”

“We’re standing by…”

“We’re here to help…”

“During these uncertain times…”

It had me thinking. Are consumers tired of receiving these same types of messages?

There has to be a better way to proactively and actually help customers rather than just saying “we’re here if you need us.” 

What is it that customers really want during a time of crisis? Typically, customer needs stem from honesty and clarity about changes within their favorite organizations. 

Customer research is a great way to get feedback straight from customers. The customer data may lead an organization to switch its business approach to offer more online services, offering sales, conducting a webinar for free, etc.

What questions does a customer survey answer?

A typical customer survey measures key performance indicators (KPIs) like satisfaction, ease of use, net promoter score (NPS), likelihood to switch, and more. 

During a time of crisis, however, customer surveys may change to include more pertinent questions.

Example questions could be:

  • How have your purchasing habits with [example organization] changed?
  • When do you expect your purchasing habits with [example organzation] to go “back to normal”?
  • How could [example organization] better meet your needs?
  • What are your concerns about making future purchases with [example organization]?

Use survey feedback for follow-up communication

Based on the responses to these questions, organizations should craft appropriate follow-up communication. The follow-up communication should directly respond to changes in habits and concerns. 

Also, follow-up communication should avoid making statements that are too general and not actionable as this will likely be perceived as insensitive. 

The beauty of a customer survey is that it marks the start of a conversation about an important topic.

Ultimately, the feedback and information gathered fuel initiatives to better meet customer needs and drive the success of an organization.

It also allows for breakdowns of different customer segments and their unique needs. This makes it possible for your team to send more personalized messaging and less general, cold sales emails.  

Example of using customer data for informed business decisions

Many businesses have already switched their in-person business models to an online or digital approach. However, when social distance guidelines are lifted will your customers prefer to go back to the old business model or the new one?

Before jumping the gun, use customer feedback to guide these decisions.

Here is a scenario where customer data would be helpful.

A bank has had to close its branch and transitioned to offering its services through a mobile app. With the rise in digital banking, the bank has completely restructured its budget to allocate hundreds of thousands of dollars to restructuring the app to be more user friendly

Months later, the bank is able to open their doors and help service their customers in-person.

Come to find out the usage of their mobile app has significantly decreased because a majority of their customers preferred in-person banking. 

Don’t assume what your customers’s preferences are and how they would prefer to conduct business post-Coronavirus. A customer survey can tell you exactly where you should be spending your time, money, and resources to readapt to this new life.

How quickly can a customer survey be conducted?

Customer survey projects can take a few days or up to a few weeks to complete.

How quickly a customer survey can be conducted depends on the goals and objectives of the research, how quickly deliverables are signed off on, how quickly the customer database is shared, and the level of reporting needed.

The typical customer survey process with our market research company includes 5 steps:

  1. Proposal. During this phase is when the goals, objectives, and finer details of the study are defined.
  2. Kickoff. The purpose of this meeting is to review the study, confirm objectives, and officially launch the project.
  3. Set-up and design. This phase is when the market research company crafts the customer survey.
  4. Fieldwork. This phase is when survey invites and reminders are sent out to customers.
  5. Analysis and reporting. During this phase, the market research company will prepare final deliverables to be sent to the client. 

Learn more about the customer survey process

Contact Drive Research

Drive Research is a national market research company located in New York. Our customized customer surveys provide affordable and actionable insights you need.

Interested in receiving a proposal or estimate for customer research? Reach out through any of the four ways below.

  1. Message us on our website
  2. Email us at [email protected]
  3. Call us at 888-725-DATA
  4. Text us at 315-303-2040

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