Recent Posts

Our Newest Web Project Launches

Aug 21—We are happy to announce the birth of our newest baby - a brand new website for Warkwyn Associates. Who? Warkwyn is an accomplished audio design and engineering firm. We are sharing this news with...Read More

Look Like Who You Really Are

Jul 30— Do you look like who you are? This question is not an “if a tree falls in the woods” Zen kind of question. What we are really asking is: "Do your graphics and other marketing...Read More

Redefining the word Customer

Jul 01—We recently attended the InfoComm trade show in Las Vegas and came away thinking about the meaning of the word “customer” and the way one’s definition influences a brand’s marketing...Read More

Point Of Sale Displays that Sell Product

Jun 17—You are already using the Internet, social networks and traditional media to reach the customer with your brand story. But if you’re not telling your unique brand and product story at bricks and...Read More

What do your customers think of you

Jun 03—A special guest blog by Wendy Price Some of you may say, “I already know what they think.”  Others of you might say, “I’ll just ask my sales people and account managers...Read More

Ten Print Advertising Tips

May 22—In our last blog we made a compelling case that print advertising is relevant and valuable even in this digital age. Now we turn our attention to a handful of basic techniques for making your print advertising...Read More

The Value of Print Advertising

May 07—We almost always include print advertising in our clients’ marketing and media plans. Sometimes we get the reaction “Print? Really? We hear that print is dead.”  There is no...Read More

Making Text More Readable

Apr 15—Words. Every marketer needs them. Sometimes you need a lot of words to get your sales message across. (In our imaginations) our readers hunger to fully understand the marketing techniques we...Read More

Retail Reality-Product Demos-and You

Apr 02—Remember when owning a decent stereo was a major life goal and when shopping in a hi-fi store was fun? We are unapologetically nostalgic for the days when retailers actively sold A/V products; when the...Read More

Ma Mark Marketing or the Importance of Email Subject Lines

Mar 19—Regular readers of the CE Marketing Prose newsletter may have noticed oddities in our last two emails. The February 19 edition went out with the subject line “Mark” in place of “Marketing...Read More

How to Stay out of the Trashcan or the Lessons Learned from a Parking Lot

Mar 04—Marketers of CE products should count themselves lucky. We have it easy; we’re selling fun stuff – toys that help people enjoy great music and entertaining movies and TV programming. But just...Read More

Five Ways to Make Time for Customer Outreach

Feb 19—“Time keeps everything from happening all at once." - Henri Bergson  If you’ve read our website or spoken with us about marketing you know that we’re absolutely rabid...Read More

Brands that Communicate Win

Feb 05—The most successful brands regularly keep in touch and stay top of mind with their customers (end-users and channel partners) via blogs, newsletters and social media. With the advent of new Google search...Read More

Content is Definitely King since Google Changed Search Algorithms

Jan 28—The word “algorithm” is the equivalent of Ambien – it puts most people right to sleep. So it is miraculous that we actually read the news about Google’s newest search engine algorithms...Read More

How Pawn Takes Queen

Jan 20—We would like all of our readers to believe we are the source of all marketing wisdom and insight.  While that is largely true, sometimes we stumble upon someone who has written an article that perfectly...Read More

Should High-End CE Companies Bother with Social Media

Dec 11—On several occasions clients have asked us whether it was worth their time and effort to participate in social media outreach. The tone in which the question was asked told us that the answer they wanted...Read More

Rants from the Frozen Tundra

Nov 25—A friend of ours from the land of baby seals* was inspired by our blog Turning Bad Consumer Reviews into Good  to send us a couple of rants regarding Big Mistakes he sees CE manufacturers consistently...Read More

Flying Without Navigation

Nov 13—Or how we learned to stop worrying and love the research bomb* Imagine you are on a jumbo jet for a 15-1/2 hour flight from LA to Australia. Just after takeoff the pilot announces, “Ladies and...Read More

Coal into Diamonds - Turning Bad Consumer Reviews into Good

Oct 26—We often advise our clients to allow consumers to post reviews on the company website. From the looks of horror on their faces you would think we had proposed offing Granny for the insurance money....Read More

Direct to Consumer Sales and Channel Stress

Oct 14—One of the many services we offer our clients is helping develop direct-to-consumer sales programs for their websites and email communications. When we’ve mentioned that option to some potential...Read More

The Top Twelve Things Your Website Needs To Do - Part Three

Oct 02—In our previous two blog posts we wrote about eight of the top twelve things a brand's website needs to do to be effective. If you didn't read Part One and Part Two you might want to...Read More

The Top Twelve Things Your Website Needs To Do - Part Two

Sep 17—In our last blog post we wrote about four of the top twelve things a brand's website needs to do to be effective. If you didn't read Part One you might want to do that now...................Done? ...Read More

The Top Twelve Things Your Website Needs To Do - Part One

Aug 28— It should be unnecessary to say it in this day and age but just for the record – Your website is the single most important weapon in your marketing arsenal. Don't believe it? When you're...Read More

Jun 03

What do your customers think of you

A special guest blog by Wendy Price

Some of you may say, “I already know what they think.”  Others of you might say, “I’ll just ask my sales people and account managers to find out.”  While others might say, “they are my customers, they must like us.”

But, do you truly know what your customers think of you?  Having sales people and account managers ask is a good thought since you recognize the value of feedback, but will you truly find out what they are thinking?

Sales people and account managers want to avoid negative feedback and might selectively hear only the positive.  Besides, do you really want sales people spending their time asking for feedback when they could be making more sales? 

Having an objective research professional conduct the research will benefit your company.  We are not talking about doing a lengthy survey with a series of grids and rating questions.  Instead, we are talking about conducting in-depth interviews, in-person or by telephone to get below the surface.

Why hire a professional researcher?

  1. Objectivity. The professional is objective, with no vested interest in hearing only the good, and no preconceived ideas.  Researchers are trained to “read between the lines” for weaknesses or problems to identify areas that will drive business improvements.

  2. Focus on Priorities. A researcher will focus on what’s most important to your customer and/or identify their priorities.  Ultimately, it’s better to deliver on the customers’ key priorities than to worry about the less important areas. 

  3. Openness. The researcher will manage the interview in a way that makes the customers comfortable discussing issues and problems that they otherwise would not share.  Customers often feel that the salesperson or account manager can’t be bothered or aren't able to do anything with their feedback. 

  4. Vested. Engaging professional research signals to your customers that the company is vested in their feedback.  A company willing to hire someone to collect opinions must be serious.  They must intend to act on the information!  They care about me.

  5. Confidentiality. The customer may want particular comments to remain anonymous or to be combined with others’ responses, something the researcher can readily do.  There is no need to know who said what, unless the customer wants to be identified.

  6. Depth. In-depth interviews allow the researcher to probe responses for meaning and intent.  The researcher will clarify responses, ask for specific examples, and take the time to delve deeply beneath the surface.

  7. Feedback on Sales Person or Account Manager. Lastly, the researcher also can explore your customers' attitudes toward their sales person or account manager and how the relationship could improve.

Providing customers with an opportunity to share their thoughts will ultimately encourage them to come back to you, to talk about you favorably with others, and lead to solid relationships and more business.

Wendy Price, President of WHP Research, Inc. is a qualitative and quantitative researcher with more than 25 years of experience.  She is a certified focus group moderator and has extensive experience conducting in-depth interviewing projects.  Wendy has a Masters of Marketing Research (MMR) degree from the University of Georgia. Contact Wendy  

About CE-Marketing Pros
We’re a full service marketing/advertising agency specializing in helping consumer electronics brands and retailers compete more effectively. Former marketing executives with two of the most successful CE brands, Al Ballard and Paul DiComo help brands STAND OUT in a crowded and confusing CE marketplace. 

WE KNOW CE.

 

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