Market Research – Is it everyone’s responsibility?
Historically the focus for market researchers carrying out
customer surveys has primarily been to generate data that can be
analysed at a later date. This is usually where the market
researcher's role stops. There is no onus on the market researcher
to carry out any analysis of the data, nor advise or discuss with
their employer the actions that need to be taken based on the
customer insight gathered.
I am questioning the concept that customer feedback always falls
on the shoulders of the market researcher? Whose role it is to
review customer feedback, draw conclusions from insights and start
the ball rolling on the necessary changes that are required in
order to enhance customer experiences, improve customer
satisfaction and positively impact the bottom line? I think firstly
organisations need to be dedicated to making changes based on
customer feedback. They need an internal team who are leading this
from the inside along with a CEO who believes in creating a
customer centric organisation. Surely that is, after all why
organisations pay for the research to be done in the first
I don't believe this remit should be confined to one person.
Improving customer satisfaction and ensuring brand loyalty should
feed into every part of a business and every person's role rather
than just the market researcher or the marketer's role.
The introduction of Voice of the Customer technology changes all
of this. It offers real-time responsiveness and access for all
parts of the business to customer feedback data, driving the
importance of customer feedback through the entire organisation,
through all roles. This gives staff the power to make the necessary
changes within the business to satisfy their customers'
expectations, affording all employees something to buy in to
-making for a positive, customer-centric culture - one that
enhances customer retention and customer acquisition.