Addressing problems as well as formulating future growth strategies around buyer experience requires a new school of thought around the qualitative aspects of buyer insights. While quantitative buyer insight has its important role to serve, it cannot be utilized solely at the expense of qualitative buyer insight. Executives, to make effective informed decisions when it comes to developing an overall customer strategy as well as leading the organization in Buyer Experience Design, need to articulate a full story about buyers and the goals buyers are attempting to accomplish. Ignoring the qualitative can have severe consequences. Qualitative buyer insight can also help prevent consequences and get on top of what may be showing up in the numbers but no story exists to put meaning behind them. Take FedEx as an example. They knew, via quantitative analysis, that UPS was winning a battle at a crucial moment in the day when shipments were batched and sent out by distribution firms. Gaining qualitative buyer insight through investigation, they discovered that it really came down to the ease of sorting the freight, ground, and air shipments. They quickly addressed this issue and got back on the shipper's radar screen at that crucial moment in the day.
What can executives do today to raise their Buyer Insight IQ?
Video conferencing is quickly becoming one of the most important communication channels for both small and big businesses. As more businesses turn to this technology, expectations about the experience are also rising. It’s not enough to just offer video conferencing as a communication method. You also need to meet minimum audio and visual standards, and there’s even proper etiquette to consider. more