You can be sure of one thing: customers talk about the goods they are buying or thinking about buying. And you can be equally certain that not everything they say about a product or service is good.
A dissatisfied customer makes his complaints clear to his friends and acquaintances. If a company can find out what its customers actually talk about, it can learn a great deal.
“Companies that understand their customers, often enjoy significantly greater customer satisfaction than those which don’t,” asserts Professor Andreassen. And happy customers mean a satisfying rustle of banknotes in the till.
Exchanging opinions on the net
Previously, finding out what your customers thought was easier said than done, and in many ways only a pipe dream. Now this is all changing.
Increasingly customers are saying what they think on the Internet. This is happening through various discussion forums, “chatting”, virtual meeting places or through the use of blogs (web-based diaries).
Simultaneously, special search engines have been developed to find the information you require in blogs and discussion forums on the Net.
“New technology makes it possible to discover what customers are saying when they discuss companies, products or services,” maintains Andreassen, who is head of BI’s Department of Marketing.
15 topics of conversation
Professor Andreassen headed a research project at BI on customer talk about different products. The research team recorded every dialogue between the users of selected discussion forums over a period of three months.
The researchers then analysed the content of the dialogues and identified a total of 15 popular topics of conversation, which were divided into four main groups: customer relations, users’ experiences, requests for information and comments on new products.
Andreassen can reveal what customers said about:1) Quality of customer service
BI’s researchers are in no doubt that customer talk contains valuable information for company research and development departments. In practice, this will enable innovation to be customer driven.
Companies which actively use their customers to generate ideas for fresh solutions can reduce their development and launch times considerably, while simultaneously increasing their probability of success. They can also correct any defects more quickly by keeping up with users’ comments.
“Insight into continuing conversations between customers will be a life-line for every market-oriented organisation,” declares Andreassen.
Audun Farbrot | alfa
Preferential trade agreements enhance global trade at the expense of its resilience
17.02.2017 | International Institute for Applied Systems Analysis (IIASA)
How Strong Brands Translate into Money
15.11.2016 | Kühne Logistics University - Wissenschaftliche Hochschule für Logistik und Unternehmensführung
On January 15, 2009, Chesley B. Sullenberger was celebrated world-wide: after the two engines had failed due to bird strike, he and his flight crew succeeded after a glide flight with an Airbus A320 in ditching on the Hudson River. All 155 people on board were saved.
On January 15, 2009, Chesley B. Sullenberger was celebrated world-wide: after the two engines had failed due to bird strike, he and his flight crew succeeded...
In the field of nanoscience, an international team of physicists with participants from Konstanz has achieved a breakthrough in understanding heat transport
Cells need to repair damaged DNA in our genes to prevent the development of cancer and other diseases. Our cells therefore activate and send “repair-proteins”...
The Fraunhofer IWS Dresden and Technische Universität Dresden inaugurated their jointly operated Center for Additive Manufacturing Dresden (AMCD) with a festive ceremony on February 7, 2017. Scientists from various disciplines perform research on materials, additive manufacturing processes and innovative technologies, which build up components in a layer by layer process. This technology opens up new horizons for component design and combinations of functions. For example during fabrication, electrical conductors and sensors are already able to be additively manufactured into components. They provide information about stress conditions of a product during operation.
The 3D-printing technology, or additive manufacturing as it is often called, has long made the step out of scientific research laboratories into industrial...
Nature does amazing things with limited design materials. Grass, for example, can support its own weight, resist strong wind loads, and recover after being...
13.02.2017 | Event News
10.02.2017 | Event News
09.02.2017 | Event News
27.02.2017 | Materials Sciences
27.02.2017 | Interdisciplinary Research
27.02.2017 | Life Sciences