Know-How Exchange : Research/Metrics

Return on Investment
amount of additional sales/amount spent

have you thought about instead having your customers register for a warranty or some owner premium?

Hi.

you have an interesting question here.

However before doing anything you have to think about some things first.

one of the most important is to what extent are you depending on your Distributors and Dealers. What will they think about you going directly to their customers (yes, because they are their customers too).

since it's in their best interest as well, they you know better customers preferences, why don't you developing some actions together with them: you cut costs, you win your Channel's heart and you will probably get better results.

Therefore you have better chances of getting a higher Return on your Investment and you motivate your channel.

Compatible Strategies might be, as Frank stated, prizes,
or some website driven actions.

Goog luck
Antonio

For 200 dollars you can buy and install a script into your web server and web site and it will create all the surveys you want.

You must hand out lots of information at these trade shows, who says data collection has to occur there? Why not add a survey component to your web site? Ask folks in your newsletter to come and fill in a survey. Work the show floor if you want, but what the heck, AMPLIFY! Add the survey links to your printed brochures. Collect all the feedback from all the customer touch points you can.

As you collect this data, you can 'sell' your information to your other departments in your company. You can sell the custoemr service opinions with customers service and marketing. Design suggestions and complaints with the design department. Sales issues and ideas with the sales department. There is so much information you could be gathering that you are not, it makes my head spin.

What is the ROI if you discover the latest hot trend in boating first? What is the ROI if you can predict a major shift in the market, and you re-position your company right in front of where the sweet spot of the market is going?

I don;t think the question is what ROI does customer profiling geneerate, the question should be, how much is our ignorance costing us?! Quote that last line to your boss, and see what he has to say.

Hope I made you think.

Darcy Moen
Customer Loyalty Network

Well

seems to me like you see your "Channel" as being part of the problem and not part of the solution.

That should allow you to justify some things to your top-management. Getting to know your customers is important, but that may be only a part of the solution you need.

If you feel your channel is ineffective you should find other dealers and re-sellers who share your view about the customer. That's something you have to seriously think about.

Then you need to take advantage of every opportunity you have to "interact" with your customer. This is done by using your regular points-of-contact.

Seems to me you don't have to spend a lot of money: what you need the most is to give a better use to your already existing resources.

If, despite the fact that you have a un-motivated channel, that turns you "opaque" to your customers, you keep selling... then the task shouldn't be too difficult.

Best of lucks and if you feel you need further help...

Best regards,
Antonio