Comments on: Why Consumer Data Isn’t Telling You What You Need http://www.grokdotcom.com/2008/05/22/listening-to-customers/ Marketing blog focused on marketing optimization, improving website conversion rates, search engine marketing, web analytics, word of mouth, etc. Fri, 19 Mar 2010 02:37:50 -0500 http://wordpress.org/?v=2.8.6 hourly 1 By: Conversion Optimierung: neue Spielregeln für mehr Wertschöpfung | Konversionsrate verbessern, Conversion-Rate-Optimization - konversionskraft.de http://www.grokdotcom.com/2008/05/22/listening-to-customers/comment-page-1/#comment-1212062 Conversion Optimierung: neue Spielregeln für mehr Wertschöpfung | Konversionsrate verbessern, Conversion-Rate-Optimization - konversionskraft.de Mon, 30 Nov 2009 22:21:16 +0000 http://www.grokdotcom.com/2008/05/22/listening-to-customers/#comment-1212062 [...] Ich nenne es das „Demographie-Dilemma“ - Holly Buchanan hat einen tollen Post darüber auf grokdotcom.com geschrieben: http://www.grokdotcom.com/2008/05/22/listening-to-customers/ [...] [...] Ich nenne es das „Demographie-Dilemma“ – Holly Buchanan hat einen tollen Post darüber auf grokdotcom.com geschrieben: http://www.grokdotcom.com/2008/05/22/listening-to-customers/ [...]

]]> By: eric http://www.grokdotcom.com/2008/05/22/listening-to-customers/comment-page-1/#comment-766952 eric Fri, 30 May 2008 19:39:17 +0000 http://www.grokdotcom.com/2008/05/22/listening-to-customers/#comment-766952 And let us not forget - despite silly built-in prejudices on both sides - that usability methodologies and analytics are really, really meant to be employed and analyzed together. And let us not forget – despite silly built-in prejudices on both sides – that usability methodologies and analytics are really, really meant to be employed and analyzed together.

]]> By: Alan Charlesworth http://www.grokdotcom.com/2008/05/22/listening-to-customers/comment-page-1/#comment-755943 Alan Charlesworth Tue, 27 May 2008 09:16:19 +0000 http://www.grokdotcom.com/2008/05/22/listening-to-customers/#comment-755943 Hi Holly - I fully agree with your comments re listening to customers [in a previous life in retail, it was company policy for all senior staff to spend at least a day a week on the actual shop floor] However, there is a wider issue raised in the 4Q stats - and it ties in with Avinash Kaushik's 'hippo' effect. Take another look at the four complaints listed for non-purchase. Only one – shopping cart problems – is a pure ‘online’ issue. Price is well beyond online’s control, as is stock selection [unless online has chosen not to list all products available offline]. Shipping options are an element of fulfilment – a part of, but not solely a responsibility of, online. My point being - you might be battling against 4 hippos, who all have their own opinion [and budget]. Hi Holly – I fully agree with your comments re listening to customers [in a previous life in retail, it was company policy for all senior staff to spend at least a day a week on the actual shop floor]

However, there is a wider issue raised in the 4Q stats – and it ties in with Avinash Kaushik’s ‘hippo’ effect.

Take another look at the four complaints listed for non-purchase. Only one – shopping cart problems – is a pure ‘online’ issue. Price is well beyond online’s control, as is stock selection [unless online has chosen not to list all products available offline]. Shipping options are an element of fulfilment – a part of, but not solely a responsibility of, online.

My point being – you might be battling against 4 hippos, who all have their own opinion [and budget].

]]> By: Byron http://www.grokdotcom.com/2008/05/22/listening-to-customers/comment-page-1/#comment-755536 Byron Tue, 27 May 2008 04:48:05 +0000 http://www.grokdotcom.com/2008/05/22/listening-to-customers/#comment-755536 much thanks for the 4Q link much thanks for the 4Q link

]]> By: Jesse http://www.grokdotcom.com/2008/05/22/listening-to-customers/comment-page-1/#comment-747088 Jesse Sat, 24 May 2008 05:48:39 +0000 http://www.grokdotcom.com/2008/05/22/listening-to-customers/#comment-747088 I've just launched an internet retail website and am intrigued by the idea of video interaction with my customers. I intend to open my website to full reviews from my customers in the hopes that their positive reviews will benefit my site with additional future sales, and that negative reviews will be catalysts for shopping and customer service improvements. Moving from written reviews to video reviews invites a significant fine tuning and enhancement of customer interaction with my store. For example, how much more will my store benefit when prospective buyers actually see the item they are looking to purchase being used by another happy customer? Or, for a negative video review, where body language and tone of voice will embed the message more firmly than text, how much more will I act to correct a negative shopping experience? Internet retailers have gotten away with being "least closest" to their customers, and I am unfortunately no exception. There is no face to face contact, and the feeling of obligation to the customer often numbs when the buyer has no face, no voice, and no time. Being in the squeeze of of a maturing industry, I believe internet retail is fast being legitimized by technology (such as "documentary-style" reviews), customer demands, and traditional markets such as brick and mortar retail. I suppose it's probably about time... I’ve just launched an internet retail website and am intrigued by the idea of video interaction with my customers. I intend to open my website to full reviews from my customers in the hopes that their positive reviews will benefit my site with additional future sales, and that negative reviews will be catalysts for shopping and customer service improvements. Moving from written reviews to video reviews invites a significant fine tuning and enhancement of customer interaction with my store. For example, how much more will my store benefit when prospective buyers actually see the item they are looking to purchase being used by another happy customer? Or, for a negative video review, where body language and tone of voice will embed the message more firmly than text, how much more will I act to correct a negative shopping experience? Internet retailers have gotten away with being “least closest” to their customers, and I am unfortunately no exception. There is no face to face contact, and the feeling of obligation to the customer often numbs when the buyer has no face, no voice, and no time. Being in the squeeze of of a maturing industry, I believe internet retail is fast being legitimized by technology (such as “documentary-style” reviews), customer demands, and traditional markets such as brick and mortar retail. I suppose it’s probably about time…

]]> By: Brian Bond http://www.grokdotcom.com/2008/05/22/listening-to-customers/comment-page-1/#comment-745038 Brian Bond Fri, 23 May 2008 15:53:44 +0000 http://www.grokdotcom.com/2008/05/22/listening-to-customers/#comment-745038 Jim, that's a great suggestion that has worked really well for me in the past. Another similar idea that a colleague of mine used to convince her board to allocate resource for a big site redesign project was to do focus studies of their registration progress and made a video clip show of users struggling with it, with several quotes that caused audible groans from the board when shown it. She received all the funding she needed :) I think the key point Holly, and others, have made here is that you cannot rely on just one source of information whether it's your opinion, analytics, analysis, or customer interaction. Only when all of those methods are used and rationalized do you get true insight. My 2 cents... Jim, that’s a great suggestion that has worked really well for me in the past. Another similar idea that a colleague of mine used to convince her board to allocate resource for a big site redesign project was to do focus studies of their registration progress and made a video clip show of users struggling with it, with several quotes that caused audible groans from the board when shown it. She received all the funding she needed :)

I think the key point Holly, and others, have made here is that you cannot rely on just one source of information whether it’s your opinion, analytics, analysis, or customer interaction. Only when all of those methods are used and rationalized do you get true insight. My 2 cents…

]]> By: Rasterbator http://www.grokdotcom.com/2008/05/22/listening-to-customers/comment-page-1/#comment-744838 Rasterbator Fri, 23 May 2008 14:01:07 +0000 http://www.grokdotcom.com/2008/05/22/listening-to-customers/#comment-744838 Google’s analytics tools are really a must for webmasters. You can get a lot of information about your visitors. Google’s analytics tools are really a must for webmasters. You can get a lot of information about your visitors.

]]> By: Tuni & G http://www.grokdotcom.com/2008/05/22/listening-to-customers/comment-page-1/#comment-743305 Tuni & G Fri, 23 May 2008 01:21:59 +0000 http://www.grokdotcom.com/2008/05/22/listening-to-customers/#comment-743305 Thanks Holly for the insight. Reading and analyzing mountains of data doesn't beat face to face interaction and I love the idea that you put about snippies. Did I read correctly that iperceptions is free? Thanks Holly for the insight. Reading and analyzing mountains of data doesn’t beat face to face interaction and I love the idea that you put about snippies. Did I read correctly that iperceptions is free?

]]> By: Jim Novo http://www.grokdotcom.com/2008/05/22/listening-to-customers/comment-page-1/#comment-742828 Jim Novo Thu, 22 May 2008 22:44:12 +0000 http://www.grokdotcom.com/2008/05/22/listening-to-customers/#comment-742828 I have always liked sending Execs "Greatest Hits" CD's / DVD's / Podcasts of actual call center conversations. That is, if you can't get them to actually take calls... I have always liked sending Execs “Greatest Hits” CD’s / DVD’s / Podcasts of actual call center conversations. That is, if you can’t get them to actually take calls…

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