Étude de marché centrée sur le client

Market Research helps companies to become more customer-centric.

Research is crucial for companies that interact with customers. It provides companies with customer data and makes it easier to understand preferences and buying behavior. Companies can also identify opportunities to attract and keep customers.  Key ways to boost customer centricity include:

• Vitesse
• Confiance
• Simplicité
• Sécurité
• Fiabilité

Some industries have traditionally been less customer-centric. Research helps these industries become more customer-centric:

L'industrie de la santé

De nombreux patients se considèrent comme des clients recherchant les meilleurs soins à des prix abordables. Ce sont eux qui dirigent le secteur de la santé. Cependant, l’orientation client dans le secteur est restée insaisissable. De nombreux acteurs du secteur tentent encore de rattraper leur retard en accordant la priorité au client. Seuls quelques administrateurs d’hôpitaux et médecins se concentrent sur la fourniture de services centrés sur le client. Ce manque d’orientation client est évident, même si les patients deviennent de plus en plus sélectifs. Ils ont le pouvoir de choisir où dépenser leur argent en matière de soins de santé.

Industrie des services financiers

The financial services industry is a state-of-the-art sector. However, it has poor scores in customer centricity. The industry has had a push for digital transformation. However, financial services companies tend to have rigid cultures. This rigidity makes it difficult to achieve high customer satisfaction levels. Most financial services companies struggle with generating and translating customer insights. Quantitative and Étude de marché qualitative can inspire better services and products for customers.

Des affaires sans friction is a rising trend in Finance.  The idea is to reduce the barriers for customers to use products and services.  Still, companies in this industry can benefit from delivering more customer centric experiences. 

Industrie des télécommunications

The telecoms industry struggles the most with customer centricity. It includes cable TV, wireless, and telephone, and satellite companies. Most companies in the industry are not set-up to become customer-centric. They operate on a yearly budgeting process with a well-defined top-down system. It leaves little to no room for bottom-up feedback. Besides, their customers compare products and services online before choosing a company. With such dynamics, telecom companies face a real challenge. Research helps the Telecommunications industry to become more responsive and attuned to customer needs.

Industrie des services publics

La révolution numérique bouleverse le secteur des services publics. Les entreprises de ce secteur sont confrontées à de nouveaux défis pour répondre aux attentes des utilisateurs finaux. À mesure que l’expérience client évolue, il devient plus difficile de trouver de nouvelles façons de les impliquer. Les clients disposent de nouveaux points de contact numériques, notamment les médias sociaux. Ils peuvent désormais recueillir des informations sur les marques avant d’interagir avec elles. Les attentes des clients changeant, il devient difficile de leur plaire. Il est également difficile de conserver leur fidélité. Il est difficile pour ces entreprises d'offrir une expérience client fluide. Voici quelques-unes des raisons pour lesquelles :

• Infrastructure complexe
• Des processus fragmentés
• Manque d’agilité commerciale
• Capacités de service client incohérentes.

Secteur de l'assurance

The insurance industry has faced several changes over the years. These changes have necessitated customer-centric services. However, the traditional organizational structure of these companies gets in the way. They depend on independent insurance agents or third-party brokers. The lack of direct customer contact makes it difficult to achieve customer centricity. Still, these companies are seeking to shift to a more customer-centric model. However, they need to overcome challenges such as rising consumerism. They also need to conquer their obsession with the use of technology and high rates of talent churn. These companies need to change their capability to compete. They have to deliver services consistent with customer expectations.

À propos de l’étude de marché centrée sur le client

Customer Centricity aims to provide a positive customer experience throughout an interaction. It involves putting the customer first and their needs at the core of the business. However, companies in some sectors find it difficult to achieve customer centricity. These sectors include healthcare, financial services, telecommunications, utilities, and insurance industries. Their challenges may be due to the dynamics of their industries. The solution is market research, which will open avenues. It will also expose these companies to new ways of doing business.

We conduct Qualitative, Quantitative, and Strategy Research.  Key solutions include:

• Groupes de discussion
• Entretiens clients
• Enquêtes
• Co-création
• Ethnographie de la maison, du bureau et du magasin