CSAT programs are one of the most effective ways to measure customer sentiment and experience. Win/loss research is invaluable for understanding why you’re winning and losing deals. Voice of customer work surfaces insights that quantitative data alone may not capture. Each of these programs, done well, gives you something real and actionable.
But these programs are often happening separately. What happens when you combine them?
Some of the most interesting customer research we’ve done recently came from doing exactly that: layering multiple research methods together while segmenting customers into distinct groups – current customers, at-risk customers, and former customers. When you look at all of these groups together through multiple research lenses at once, you’re able to get a more complete and realistic view of what’s happening.
What are the benefits of combining CSAT, Win/Loss, and VoC research?
The friction an at-risk customer is experiencing today may sound a lot like what a former customer said on their way out the door. Those are not always connections you’d be able to make quickly (or at all) when research programs are running separately.
Most organizations are already gaining valuable direction from their CSAT, W/L, and VoC programs. But when these efforts are connected, a much broader story may begin to emerge. You may see how customer perspectives evolve across the entire lifecycle rather than at a single moment in time.
Your research programs are likely telling you a lot. The question is whether they’re telling you everything. For organizations looking to build a broader understanding of their customer experience, this type of connected research approach can be especially valuable. We’d be happy to discuss how this approach could apply to your organization.
CJ Andrews – Research Manager
