Gina Fumagalli

Customer Experience is becoming an ever-increasingly important aspect of business success for bricks and mortar, online, and brick and click retailers alike. For the high street, the experience now needs to be safe yet innovative; for online brands, the experience should be user friendly and efficient.

Market Research is such a broad subject, that people are often afraid to get into it, because they don't know where to start, or what they should be researching first.

Whereas in reality, those questions are actually the beginning of the process itself, and done well, will pay fabulous dividends.

Your brand is one of the most powerful tools within your entire business, yet often it goes unplanned. You don't entirely own your brand, it's shared with your customers or fans. Because your brand is the sum of how you are perceived, and what your customers think, may not marry precisely with what you intend.

People often wonder where the true value lies in Mystery Shopping. And the answer lies in the blend of insight it offers between asking real customers what they think, and asking customer experience experts how well you are performing.

To successfully grow your business, it is essential to gain a deep understanding of your customers, and their motivations for buying your products and services.

A lot of businesses talk about having a good NPS or wanting to improve their NPS. But what exactly is it; why should you care about it; and how do you go about measuring and improving it?

A key objective of most research is to get closer to your customers, or potential customers, to find out everything you can about them, in relation to your product or service.

Business Market Research, or B2B Research, as it is commonly known, is no different. Your customers just happen to be other businesses, individuals, or departments within those businesses rather than members of the general public, or consumers.

Although there is no one-size fits all definition, Market Research can reasonably be defined as the activity of gathering and analysing information (data) to answer questions about your business or organisation and its products or services. This process, and the insight from it allows you to get closer to your customers and make more informed decisions.

OK, I admit it. I have a natural prejudice against Artificial Intelligence, Machine Learning, call it what you will. Or I used to…

MIND THE GAP

Being COVID compliant is essential to bringing customers back with confidence. Every UK business needs to consider how they intend to be perceived by customers in the critical months ahead.