If there has been one lesson from 2020 in our world of CX, it is that fast, short and instant feedback which get straight to the heart of an issue will now dominate the market research scene.
Prior to 2020, many businesses never sought feedback of any kind from their team or customers. Those that did would often run periodic lengthy surveys which normally resulted in it becoming a “tick box” exercise and due to the duration of the survey and the amount of information gathered, very little meaningful action ever took place. By the time action was taken things had moved on.
2020 changed everything.
At insight6 we noticed a big change since April last year; firms desperately needed instant feedback which could focus on just one or two core issues. This approach allowed them, within hours, to see how their teams or customers felt about critical issues. A good example of this is well-being. Many of our customers were keen to know how their teams were feeling during the lockdown, so they could care and put in place positive change.
We can cite many examples where teams didn’t feel they had the right PPE, they felt communication was poor or they did not have the right kit at home to do their job properly. Within hours of receiving this feedback, corrective action was taken by firms and as a result staff morale increased.
There is one piece of data that stands out for me. Working with one of our clients, we sent an instant insight question to 750 team members. Within 24 hours we identified that 9% of the whole team felt that their wellbeing was not in a positive place.
Using instant insight, the 9% were then asked what the firm could do to help improve their well-being. When the same survey was sent out a week later the 9% had dropped to 3%.
The old motto “if you don’t ask, you don’t get” has never been truer than today. If you’re not asking your teams or customers how they are feeling, how can you help them? More importantly, if you’re not asking your team or customers how they are feeling, what does that say about you and your brand as far as empathy, caring and support is concerned?
But there are more great benefits in using a system such as our instant insight. The system allows you to:
- Link to review platforms such as Google, TripAdvisor or Glassdoor where positive feedback can be very easily posted;
- Benchmark the responses you receive across your business and within your sector;
- Have multiple surveys reaching all of your different customer groups, from your team to your suppliers and, of course, your paying customers;
- Notify you when there is an issue that needs attention.
So, if 2021 is going to be the year that you join the instant insight revolution, give us a call and we can guide you and make it really easy.