Published - 2023/02/16
It’s not just what you say, but how
When is a question more than a question? A yes/no answer may help tick the customer-survey-done-box, but true customer insight requires more. That’s why we specialise in asking the right questions and reading between the lines of the answers.
We work with clients to understand their local markets and the particular requirements of their customers and business segments. Ours is a proactive role, pushing clients to think carefully about the value of the survey and what information would be most valuable.
“It’s probably one of the reasons so many clients return to us time after time,” says CEO Mikael Selling, “some of them have been working with us for 20 years.”
“Repeat business does not actually mean repeating what you did for the client last time around. A customer survey conducted every two years, for example, needs to be reformulated and tailored to reflect the changing business climate. Every question needs to add value otherwise we are wasting the client’s time and their customers’. You could call it an inside-out approach, learning and co-learning with the client in a fast-changing world. Ours is a very different approach to the quick fix of a survey monkey.”