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3.14.2010

Customer Research Trends for 2010 through the Words You Use

The #1 Mistake We See in Customer Feedback
 
All kinds of work go into getting your customers to share feedback with you.  Ironically, the place we see most companies trip up is at the finish line � when it�s time to share those results with employees.

Over the years we�ve worked with a wide variety of companies to help create feedback loops between [...]
Blog Post By : Ivana Taylor
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Optimized Copywriting: Attract Prospects to Your Site through the Words You Use
 
As part of 2009�s Search Marketing Secrets series, you discovered that using effective keyphrase research is one of the top three ways to create breakthrough results for your company.
Keyphrase research allows you to find out what language your prospects are using to find the products and/or services that you offer. By incorporating the results of [...]
Blog Post By : Ivana Taylor
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Customer Research Trends for 2010
 
Trendwatching isn�t just for designers and marketing and design professionals.  Market researchers want to know what�s hot in the world of measuring customer experience as much as everyone else!
I�ve pulled together some of the new and trending ways that customers provide information and organizations collect it.

Tracking Social Media Conversations.  Focus groups used to be the [...]
Blog Post By : Ivana Taylor
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The Eyes Have It: What You Need to Know About Eye Contact
 
 
There�s a lot you can learn from considering the phenomenon of eye contact.  Just a fraction of a second�s eye contact yields a huge amount of information that you can � and do � use as you communicate with your interlocutor.  Thinking about how this works, and why we�ve evolved to do it, can pay big dividends. Take a look at this picture of three women and consider the amount of information you get almost instantly just by looking at their eyes.  For just a little time invested you know a lot about if each person is happy or sad, if she�s anxious or if she�s at peace.

 
Eye contact is a big part of any conversation.  And as you absorb the information � the feedback � you get from eye contact while having that conversation, you�ll find that you make subtle course corrections in what you�re saying and how you�re saying it.

 
This is a perfect, beautiful example of a feedback loop.  What is it that makes this feedback loop so successful?  In thinking about this, two things jump out at us.  First, it�s simple.  (On its surface, anyway.)  Your brain filters out extraneous information and focuses on certain vital cues which you�ve learned to watch for.  You�re not overloaded with feedback.  You�re fully focused on the other person�s eyes and what they�re doing with them. Second, it�s fast and it�s repetitive.

 
We don�t make eye contact once.  Rather, we maintain this feedback loop during our conversations. Why have we evolved this feedback loop?  Communication is among our most important human characteristics, and the ability to understand nonverbal cues is a big advantage.  What�s even more interesting to consider is how this feedback system�s simplicity and repetitiveness has allowed it to evolve to become so important to us.

 
What�s evolving in your organization?  Customer feedback initiatives are like anything else in corporate life.  If we�re not careful, these programs can become bloated and ineffective.  We suggest taking a page out of nature�s playbook and examining how you can use your customer feedback to give your organization �virtual eye contact� with lots of customers.

 
The big take-aways we see are those that have allowed eye contact to evolve into such an important part of who we are and how we communicate.

 

 

     
  • Keep it focused by concentrating only on those vital cues that drive results.  (For more ideas on this, read Choose One Thing.)
     
  • Find a system for streamlining the results so your employees don�t have information overload.  There are a variety of ways � including our software � to do this. Make it repetitive.
     
  • Ask for feedback and share it with your employee-facing customers regularly.
     

 

 
How we use eye contact to help us communicate is one of those great examples of nature accomplishing something very powerful with simple elegance.  We�d do well to emulate it.

 
 

 
About the Author: Max Israel is the founder of Customerville, a Customer Satisfaction Measurement Solution for Multi-unit Operators that can help you create happier customers and drive sales.

 
 

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