Top Tips for… Making the most of customer research

If you have taken the time to find out what your customers think, make sure you make the most of the research.

At IIC, we spend time with our clients to help them use all of their data in an effective way. Many companies are guilty of spending the money on research, but never really do anything useful with it.

Here are our Top Tips for making the most of customer research:

  • Let everyone know the outcome - and say "thank you". Customers and staff have taken time to give you feedback, so always let them know the results, good or bad
  • Get in touch with some participants. If your research enabled participants to share their contact details, get in touch with them to find out more about their responses. Any negative feedback should be picked up on and addressed, even if it is from an experience months ago, better late than never!
  • Let them know what will change. Tell customers and staff that, as a result of their feedback, you are pleased to announce some real process/product changes that will make their experience with your company even better in the future
  • Show them you are proud of what's great. If you have received feedback showing that members of your team are fantastic, then let them and all of your customers know. "Congratulations to our Bristol branch - customers told us that you are friendly and always very helpful!"
Investor in Customers works with businesses to help them offer an improved customer experience. If you would like to find out more, or would just like some advice, please get in touch.