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Tuesday, Oct. 21, 2008 at 9:25 am

Use 4Q for Q4 Results

By Bryan Eisenberg
October 21st, 2008

Comcast Business Services cares about their customers. They implemented iPerception’s free 4Q customer survey solutions recently and found out that nearly the majority of visitors who were coming to the website came with the task to find out about their services and pricing, but nearly 60% left frustrated because they couldn’t get the pricing information from the website. Keeping pricing hidden has been a long time telecom industry practice.

Armed with this powerful data, the Comcast Business Services team went ahead and got the ok to produce a 3 page PDF that shows pricing information with a competitive comparision. Now that PDF is the most popular piece of their website.

What will you to this quarter to find out why your customers are at your website and how they perform at accomplishing their task so that you can fix it?

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Comments (5)

  1. Bryan,
    Thanks for the shout out!
    This speaks to the very reason we launched 4Q and why it continues to be adopted by brands of all sizes. Companies that are tapping the voice of the customer are yielding tremendous insight. By understanding intent and task completion, marketers can truly begin to adopt a ‘customerzation’ philosophy.

  2. nothing like trying to please your customers – and you can’t do that unless you are prepared to listen to them – 4Q is helping Webster University here in Vienna do just that

  3. [...] What I have learned in my 10 years plus of optimizing websites using customer-centric persona tools is that you need to be data driven but customer focused. If you forget to include Voice of Customer analytics in to your mix, you will tend to skew more to the cold data driven side (left side of the brain thinking) and neglect many of the opportunities on the softer voice of customer side (right side of the brain thinking). The data side is often focused on the what and how many, but the voice of customer side gives you additional insight into the why. Use tools like TeaLeaf, Bazaarvoice*, iPerceptions, Omniture Survey, ForeSee, and OpinionLab. Here is a great example of how to use web analytics and voice of customer analytics together. You can always start for free using 4Q from iPerceptions* to get some early wins. [...]

  4. 4Q – seems like a quick and simple solution. I’d love to hear some people’s perceptions of it’s value. I myself really hate popups on web pages. I hope theirs isn’t very intrusive.

  5. [...] [...]

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Bryan Eisenberg, founder of FutureNow, is a professional marketing speaker and the co-author of New York Times and Wall Street Journal bestselling books Call to Action and Waiting For Your Cat to Bark and Always Be Testing. You can friend him on Facebook or Twitter.

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