As CEM professionals, market researchers, and data scientists we sometimes get caught up and enamored with the powerful analytics that are at our disposal. We can quickly run advanced multivariate, Bayesian, neural network, machine learning algorithms, and thousands of other advanced analytical techniques with the click of a few buttons to instantaneously reduce millions of people into neat categories and models. Big Data seems to be the buzzword of the day, with companies trying to understand specific customer preferences for specific locations and customers with the goal of learning what side of the bed you sleep on in order to ensure proper location of the remote control and alarm clock. While Big Data hasn’t lived up to the hype to date, when realized it is good for the customer because when it is done right it creates a better experience. But, however good we get at Big Data analytics there is still a need to really understand consumers. We racket down and get closer to this understanding through the measurement of evaluations and attitudes; understanding the “whys” behind the “whats”. Even still, without understanding the context of behaviors and attitudes we are still flying a bit blind.
Now qualitative work certainly assists with this issue. Long the “deep” to quantitative’s “wide”, qualitative research methods certainly have their place in CEM. Focus groups continue to be very popular. I always found it interesting that I could show a franchisee 50 survey response from customers that pinpointed a problem with some very pointed comments to boot, but it wasn’t until I got him behind the glass and his customers started talking about his people and products that he became very very engaged in the issue. At that point it became real and personal. He became very motivated, which is an excellent reason to do qualitative in the first place. But even with traditional qualitative approaches there is a contrived artificiality that is introduced that might not get you to the real truths. That one-way mirror at times has the effect of influencing what is and isn’t said.
In finding out what is really going on there is no substitute for simply going out and seeing it with your own eyes. Go out and experience that lobby or how you are greeted at check in. Understand the culture and location in which the experience is happening and the type of people who are experiencing it. It is the difference between trading emails with a colleague and going out and having a beer with him. You just get a much richer experience.
Sometimes, it’s just good to go out there and see what’s going on.
When I worked for a Japanese firm years ago they called it Genchi Genbutsu which roughly means “Go, look, and confirm.” There is something to be learned from that. Rather than sitting behind the desk and looking at numbers and reports in your CEM system, it always pays to go out and see what exactly is going on as well. Not only does this provide color and context, it gets you in touch with the folks you are suppose to be helping and delighting; your customers.
Whenever I am in a customer experience setting (a bank, a restaurant, a dealership) I try to be a focused observer. What things are happening that might take away or add to experience. What things aren’t happening? What things would people want that could make the experience even better? I make it habit (much to my wife’s embarrassment) to ask many questions wherever I am at when I see things that are going well or poorly with the customer experience. How do you handle complaints? How do you assure consistent service? How do they que traffic and keep people informed?
Don’t get me wrong; I am an advocate for all the power that advanced analytic techniques bring. I am also an advocate for the judicious use of qualitative research. As it is with most things in life; if you become over reliant on one set of tools or ways of thinking you run the risk of missing something important.
So, if you are reading this right now from behind your desk and you are a CEM professional go try it out. Take the pilgrimage to your channel partners and retail outlets. Book that trip to Wichita or even walk down the street to your local retailer. What’s happening there? What do you see? You might be surprised what that small investment will get you in terms of true customer insights. Let me know how it goes.
