Today, the biggest challenge faced by service providers in India is to understand their consumer behavior well. Service providers need to cater to consumer (mobile users) requirements in order to attain complete customer satisfaction and in turn concentrate on improving their Return on Investment (ROI). It seems obvious that service providers should focus in providing customer satisfaction, as satisfied customers are the ones who usually come back and buy more, they tell other people about their experiences, and have trust in their existing service providers. Therefore, when we win a customer, we should hold on to them.
How can market research guide you?
A one stop solution for marketers with all the relevant data in the form of reports is useful. Performing market research even before launching the campaign is very significant. Pro-active approach will not only save service providers the money before investing but also help generate higher revenues. This could be achieved by conducting surveys and receiving feedback from their consumers. The survey questions should be framed in such ways to capture high level as well as specific level details. In addition, it should also consider:
- Who should one interview ?
- What parameters are to be considered for the specific topic
- What should be measured How should the set of questions be?
Useful tips – To achieve Customer satisfaction through market research
- Perform market segmentation and Select target audience – Arrive at the most effective groupings as in consumer markets, segmentation is almost always according to consumer need
- Observe customer behavior – Customer needs differ and therefore satisfying them may require different approaches. Identify needs and recognize differences between groups of customers
- Measure campaign results – Analyse the results and come up with relevant solution Prepare competitor matrix – Several players in the market provide similar services. One needs to differentiate one from another and try to provide better service from their competitors. Therefore competitive matrix plays a critical role
- Report – Create statistical and graphical reports for easy understanding after data/facts are gathered, observed and analyzed
Market research is the measurement yardstick for service providers.The data and reports can, not only measure effectiveness but also provides the ability to measure service providers against competition with other players in similar space. Creating new marketing solutions, pre-empting market moves, and to always be at the right place, at the right time is what is important to all.
What do you think? Do you agree with me?
