Access Deep Customer Insights & Tracking
Market research, surveys, focus groups, tracking studies, and other primary research tools are well known to marketers and agencies. However, there are challenges including costs, breadth across locations, consistency of process, and duration of the research collection. Access and Track Customer Attitudes—Less expensively that ever before
Primary Research Source – Google
The growth of the Google Guides program — now over 50 million strong throughout the world — has created a continuous stream of customer insights on:
- How potential customers perceive your overall brand.
- How that overall brand perception might differ throughout the country, or from store to store.
- How customers compare your brand to the competition.
- How customer opinions and impressions of your brand change over time, overall and by region.
- How customers engage with your content differently during extraordinary circumstances (i.e., everything from Christmas-eve shopping to hurricanes).
- How advertising campaigns impact engagement and even foot-traffic for entire cities and individual stores.
- What brand and store imagery is most effective and engaging.
- How systemic changes (e.g., reservation system, policies, training) rolled out to locations are being received by customers.
Brand Building Is Evolving
A brand is only as strong as its customers. Brand building and customer experience excellence go hand-in-hand to create journeys that never end. They must constantly evolve and adapt to changing market conditions, consumer expectations, and innovations.
We are square in the middle of an experience economy, where products and services are introduced by companies, but refined and ultimately defined by customers. Branding as a form of company control is a thing of the past. Reviews, social media and direct consumer connections have propelled brands past one-way broadcast and advertising mediums into collaborative exchanges.
Companies need to treat customers (and employees) as valuable assets that contribute to the company’s corporate identity and long-term success.
Pro Tip
Even a small retail or restaurant chain can easily top 1/2 million words of customer feedback each year. Top national brands can tap into 10 million words of review comments (a.k.a. customer insights) annually.
Indexed, Organized & Categorized
LocalClarity indexes all reviews, content, responses, dates, locations, names, and other metadata into a single, searchable database. Data can be viewed by individual location, city, state, country, or any customized grouping.
Clients can also request data overlays, such as the projected gender of the reviewer, to gain an even greater understanding of customer segments.
INDUSTRY RESEARCH
Harvard Business Review
The Value of Customer Experience, Quantified
Near Instant Data Collection
