Technology & Innovation

Letting customers lead

January 30, 2018

Global

January 30, 2018

Global

UK companies agree that listening to customers is important for developing better products and services. But what are the best routes to becoming a truly attentive company?

In a survey of business leaders in the UK, conducted by The Economist Intelligence Unit and sponsored by Rackspace, almost seven out of ten (69%) respondents say that incorporating customer feedback to drive innovation is part of their company’s growth strategy. More than four out of five (82%) survey respondents describe the perspective of customers as a significant or primary focus of their organisation’s innovation initiatives. 

But putting the customer in the driving seat of innovation initiatives is easier said than done. There are many measures one can use to assess customer opinion: which is best? Once a company has captured that insight, how can it be incorporated into innovation processes?

And perhaps most troublingly, can the customers’ perspective be trusted? As Henry Ford put it, “if I had asked people what they wanted, they would have said faster horses.” Or as Apple founder Steve Jobs said: “A lot of times, people don’t know what they want until you show it to them.” 

Casting a wide net

UK companies rely on a number of sources to gain customer insights that might drive innovation. The most popular source of information, say respondents, is comments posted on the company’s website, cited by 44%. The second most popular source, cited by 36%, is sales data analysed to detect customer preferences and trends. Just over a third (34%) conduct online or telephone surveys with customers, while a similar proportion (33%) hold regular in-person focus groups with customers. Digital sources of customer insight are still underused, however: only 24% of UK respondents analyse social media to extract insights on products and services, and just 19% monitor online reviews.

At logistics company Wincanton, chief marketing officer Nick Eades says the firm pursues a mix of quantitative and qualitative approaches when consulting with its corporate customers. These include retailers such as Marks & Spencer and IKEA, as well as organisations in the construction, defence and energy sectors. 

The quantitative approach involves collecting data on how well Wincanton is living up to its promises to customers and where it might improve. The data are based on key performance indicators concerning delivery times, for example, and a more recently introduced annual net promoter score survey. Qualitative research, however, is where Wincanton finds the best new ideas for innovation, says Mr Eades. 

The qualitative research takes the form of one hour-plus annual interviews with senior executives and operations managers at customer firms. “Having these conversations helps us to see where customers really want to go. Not all customers are the same or want the same things. They’re not all moving at the same pace. This research helps us to see the full spectrum of needs,” he says. 

Technology-driven research

Although Wincanton stresses the insights gained from qualitative research, many others rely increasingly on information technology (IT) to form a complete picture of customers’ preferences. Technology is an important enabler in gathering and analysing customer feedback for 52% of survey respondents, while 42% say that technology is their primary engine for doing so.

At AXA Global Protect, which provides health insurance products for globally mobile and high-net-worth corporate employees, chief customer officer Andy Edwards agrees that technology helps executives form a holistic view of customer feedback. 

Call-centre technology plays a big role at the company, he says, with AXA frontline agents collecting a huge amount of customer feedback on a day-to-day basis. After making an enquiry or a transaction online, customers are often presented with a feedback form to fill in and submit. Focus groups are often held in online forums, too, since many customers are based overseas. Data regarding complaints and compliments, meanwhile, are rigorously analysed for insights. 

“I can’t stress the importance of a holistic view enough, and technology is key to establishing it, because having a true picture of an opportunity to innovate is all about data,” says Mr Edwards. “You need [to] be working from a wide range of data sources in order to understand which issues or suggestions are the most common and require prioritisation, otherwise it’s too easy to get knocked off course by a few, specific pieces of feedback.” 

One result of this analysis is a new cancer care management service at AXA Global Protect, for which the idea originated with customer feedback. “This came from a number of frontline staff who reported that customers were experiencing difficulties in managing claims at what was already a traumatic time for them, following a cancer diagnosis,” says Edwards. 

However customer feedback is gathered, in the end it must be integrated into a company’s innovation processes to be useful. UK respondents are more confident than their German counterparts in this regard: only 9% say that although they collect and analyse customer feedback, they struggle to incorporate it into their innovation initiatives. In Germany, that proportion is 21%. 

Nevertheless, there are barriers to implementing customer-driven innovations. The most common of these, the survey reveals, is finding the funds to make changes suggested by customers, as cited by 22% of respondents. Another common challenge is that the IT used to collect and analyse customers’ views is inadequate (18%). 

A number of companies are turning to the dynamism of the start-up ecosystem to help them turn customer insights into real innovation. Wincanton, for example, has created W2 Labs, in which it challenges small, innovative start-ups to develop new solutions to industry challenges that Wincanton has identified in its conversations with customers. Successful applicants, typically technology-focused, are invited to work alongside Wincanton and are given support to develop proof of concepts within its business. 

Among the projects are improvements to warehouse space utilisation (so that customers can store more of their inventory in Wincanton’s distribution hubs) and the addition of new in-cab technologies for lorries (so that customers can track their goods more precisely through the Wincanton supply chain).

“The supply chain business is experiencing a huge transformation right now in terms of digital capabilities,” says Mr Eades. “Our customers need and want to use these technologies and they want us to use them on their behalf. We need to work closely with them on that journey.”

Nevertheless, there are changes ahead, with over half (52%) saying that they expect their organisation to change its approach “substantially”, when it comes to collecting, interrogating and integrating customer feedback over the next three years. Moreover, 21% say they’ll change it entirely. 

As with innovation itself, the process of learning to listen to customers more attentively is never really done. Part of the challenge for companies is deciding which customer feedback should receive more weight than others, and another part concerns how to make it easier for customers to share their views. 

Perhaps most important is how to give customers a sense that sharing their views will make a positive difference in the quality of a company’s offerings. As Mr Eades at Wincanton puts it: “Customer insight can be a powerful thing, but only as far as you’ve got a good sense of the full diversity of your audience, and deliver in ways that make a real difference to them.”

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