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Learn, Discover, Act

Stay up to date on the latest trends in Voice of Customer (VoC), new features and the essentials to do Active Research.

  • Get a survey running on your website in 5 easy steps

    Have you already finished designing your survey, and are looking for guidance for what to do next to launch this survey on your website? While implementations can often differ from website to website, below are some pointers to keep in mind when implementing iPerceptions surveys on your website to ensure that it goes smoothly. Before getting started, we always recommend checking out our documentation for Desktop and Mobile/Tablet surveys. These documents provide detailed overviews of the implementation processes for both types of surveys, and also provide introductions to their respective invitation methodologies.

  • Data must do more than just fill dashboards and graphs

    At eMetrics San Francisco the hot topic was big data – precisely Big Data for Marketing. Despite the wealth of data available to the modern marketer, the success or failure of a business is still centered on gaining a competitive advantage. At iPerceptions, we like to refer to Jack Welch’s, former CEO of GE, famous quote “We have only 2 sources of competitive advantage - learning more about customers faster than competitors and turning that learning into action faster than the competition.” There is no doubt that today in the era of big data, we know more about our customers than ever before. But are we taking action on this information?

  • The benefits of continuous research for agencies

    When doing a site redesign or making site improvements, conducting a Voice of the Customer (VoC) study is great way for agencies to gather customer feedback for their clients and prioritize the changes that need to be made to the site. The insights collected can then be used to make informed changes to their clients’ websites that will increase satisfaction, overall experience ratings and/or conversions.

  • Active Research Series Part 3 – Injection: The whole is greater than the sum of its parts

    Aristotle said that, “The whole is greater than the sum of its parts.” In other words, when individual parts are connected together to form one entity, they are worth more than if the parts were in silos. This is relevant when we connect what customers say with what customers do, as the understanding of their needs and ability to respond to them is improved exponentially.

  • Personalization is about the purpose, not the person

    Over 90% of companies state that personalization is important, but only 4% feel they are really personalizing user experiences. A whopping 72% of digital marketers don’t know how to start (Econsultancy). With 2014 labelled the year of personalization, the potential for content management systems, live assistance and marketing campaigns could be immense. But this great promise of personalization is plagued by inertia from both implementation challenges and static from the market due to how it's being done.

  • Ask for feedback. It can increase conversion!

    One of the common misconceptions about on-arrival surveys is that it will negatively affect conversion. At iPerceptions, we have collaborated with many e-commerce clients to test if there is any impact on conversion while running an on-arrival survey. Our tests showed that there is no significant negative impact on conversion. In fact, in some cases it showed an increase in conversion.

  • When is negative feedback actually bad?

    The analysis of customer feedback through open-end questions is a crucial part of digital research. Closed-end questions provide focused, quantified data, but it is through open-end questions that organizations discover what customers really want to say to them. A common topic that respondents mention in open-ended feedback is the site’s usability. Reading through the textual responses provides researchers insights about the issues that site visitors are experiencing.

  • Active Research Series – Engage in the Moment of Truth for Actionable Insights

    Last year I started a three part series on the key pillars of Active Research beginning with Frameworks, the foundational support of Active Research. This is the second installment focusing on the next pillar of Active Research, engagement. In terms of Active Research, engagement is the act of engaging customers in the ‘Moment of truth’ across digital touch points to better understand their intentions and environment. Timing, sampling, and usability/design are all factors that significantly affect the characteristics of information received from a solicitation for feedback.

  • Customer Feedback Is Not Created Equal

    Voice of Customer (VoC) data has come to represent a very broad spectrum of data streams, from traditional consumer research, convenience surveys, comment cards, call center verbatim and all the way through to social media.  Too often, similar expectations are placed on these data streams even though the nature of the information varies enormously.  Many times the data is positioned as similar or in competition, and businesses awkwardly apply the same analytic tools and reporting structures on data streams that are wholly divergent.

  • Personalize your research and start a Conversation with Your Website Visitors

    Whenever implementing a survey or comment card on your website, what you are really doing is starting a conversation with your visitors.
    During this conversation, you are really trying to find out what they liked about their visit, what made them tick, and how you could improve certain aspects of their experience should they choose to return to your website in the future.

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