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Driving business growth through effective customer feedback, with Darlene Campagna
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Is your business missing out on valuable customer feedback?
Without it, you won’t know what they want or even feel about your business.
You’ll be operating in the dark, making decisions based on assumptions rather than data.
If you’re also not taking the time to do any customer research, you won’t get to know their needs and pain points. This could lead to missed opportunities that will eventually eat into your finances.
So how do you start doing customer research?
How do you gather customer feedback?
What questions should you ask to get useful insights?
and how do you use this data to help you make better strategic plans and decisions?
In this episode, Darlene Campagna and I talk about the pivotal role of customer research and feedback in growing a financially healthy and sustainable business. She shared why you should encourage customer engagement because it can positively impact your sales, marketing, finance, and lead to operational improvements.
Darlene is the Customer Acceleration Consultant and Owner of Direct Opinions. Before that, she spent 11 years working for a national IT consulting company that took its Cleveland operation from approximately $2 million in annual sales to over $27 million in just six years.
We discuss: (timestamps)
02:42 Why businesses ignore customer research when making strategic plans
04:47 What it takes to do customer research
05:29 The time and effort required for effective customer research
11:58 Maintaining a quality contact list for customer outreach
14:17 Customers segmentation based on customer satisfaction and experiences
16:29 Response rates for customer feedback initiatives
17:50 In-person focus groups versus panel research methods
20:01 The differences between focus groups and panel research
22:52 Customer response quality via phone versus email surveys
24:19 Batching question and response processes in email surveys
27:20 Phone outreach challenges in the modern era
29:14 Examples of operational improvements driven by customer insights
35:22 Factors that affect a customer's willingness to provide feedback
37:40 Identifying key stakeholders responsible for customer research initiatives.
40:59 The value of customer feedback when selling your company
44:59 Actionable steps to start customer feedback programs effectively
Resources:
Darlene Campagna, Customer Acceleration Consultant and Owner, Direct Opinions
https://www.directopinions.com/
LinkedIn:
https://www.linkedin.com/in/darlene-campagna-5162515/
LinkedIn | Direct Opinions:
https://www.linkedin.com/company/direct-opinions/about/
Twitter:
https://twitter.com/DirectOpinions
Kathy Svetina, Fractional CFO:
https://www.newcastlefinance.us/
Blog post | Driving Business Growth Through Effective Customer Feedback
https://www.newcastlefinance.us/listen/driving-business-growth-through-effective-customer-feedback/
Chapters
1. Driving business growth through effective customer feedback, with Darlene Campagna (00:00:00)
2. Why businesses ignore customer research when making strategic plans (00:02:42)
3. What it takes to do customer research (00:04:47)
4. The time and effort required for effective customer research (00:05:29)
5. Maintaining a quality contact list for customer outreach (00:11:58)
6. Customers segmentation based on customer satisfaction and experiences (00:14:17)
7. Response rates for customer feedback initiatives (00:16:29)
8. In-person focus groups versus panel research methods (00:17:50)
9. The differences between focus groups and panel research (00:20:01)
10. Customer response quality via phone versus email surveys (00:22:52)
11. Batching question and response processes in email surveys (00:24:19)
12. Phone outreach challenges in the modern era (00:27:20)
13. Examples of operational improvements driven by customer insights (00:29:14)
14. Factors that affect a customers' willingness to provide feedback (00:35:22)
15. Identifying key stakeholders responsible for customer research initiatives. (00:37:40)
16. The value of customer feedback when selling your company (00:40:59)
17. Actionable steps to start customer feedback programs effectively (00:44:59)
83 episodes
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