Know-How Exchange : Customer Behavior

That depends on what you want to know.

- Satisfaction with product/service/company
- Likelihood to do business again
- Likelihood to recommend
- Why not satisfied/likely to do business again/recommend
- Awareness and usage of competitors
- Satisfaction/likely to do business again/recommend competitor and why
- Demographic/firmographic questions

We launched an online product/service last year that didn't get the "uptake" we anticipated. When we followed up with the 300 companies whom we had chosen as our test market, one survey question in particular yielded us the Cha-Ching insight we lacked!

"What's your biggest headache with doing XYZ?"

In our case, we thought our environmental reporting tools were the cat's meow (probably because our earlier research was skewed to tell us what we wanted to hear, in all honesty). Only after asking the RIGHT question did we discover that remote data collection was the problem we could solve for our market FIRST. Environmental regulations just pointed us to WHO was in our market.

Moral of this story? Maybe it's to ask some of your non-customers what problem you haven't solved for them!

Shelley

1. Company: wallet participation, will they be our evangelists?, positive and negative image, Kind of knowledge about us and our services.

2. Last Sell or Service: Satisfaction level, purchase amount, periodicity, channels used, experience, referral, will they return?

3. Profile and personal goals: Knowledge, segmentation, how to help them?
4. Competitors: differences, opportunities, weakness, strengths.

Bye,

Juan Carlos