Pesquisa de mercado centrada no cliente

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:

• Velocidade
• Confiar
• Simplicidade
• Segurança
• Confiabilidade

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

Setor de saúde

Muitos pacientes consideram-se clientes que procuram o melhor atendimento a preços acessíveis. São eles que impulsionam o setor de saúde. No entanto, a centralização no cliente no setor permaneceu indefinida. Muitos participantes do setor ainda estão tentando colocar o cliente em primeiro lugar. Apenas alguns administradores hospitalares e médicos se concentram na prestação de serviços centrados no cliente. Esta falta de centralização no cliente é evidente, embora os pacientes estejam a tornar-se mais selectivos. Eles têm o poder de escolher onde gastar o seu dinheiro em cuidados de saúde.

Indústria de Serviços Financeiros

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 Pesquisa qualitativa de mercado can inspire better services and products for customers.

Negócios sem atrito 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. 

Indústria de Telecomunicações

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.

Indústria de serviços públicos

A revolução digital está revolucionando o setor de serviços públicos. As empresas deste setor enfrentam novos desafios para atender às expectativas dos usuários finais. À medida que as experiências dos clientes evoluem, fica mais difícil encontrar novas maneiras de envolvê-los. Os clientes têm novos pontos de contato digitais, incluindo mídias sociais, à sua disposição. Agora eles podem coletar informações sobre marcas antes de interagir com elas. Como as expectativas dos clientes estão mudando, fica difícil agradá-los. Também é difícil manter sua lealdade. É difícil para essas empresas fornecer uma experiência perfeita ao cliente. Aqui estão alguns dos motivos:

• Infraestrutura complexa
• Processos fragmentados
• Falta de agilidade nos negócios
• Capacidades de atendimento ao cliente desarticuladas.

Indústria de seguro

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.

Sobre a pesquisa de mercado centrada no cliente

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:

• Grupos de foco
• Entrevistas com clientes
• pesquisas
• Cocriação
• Etnografia de casa, escritório e loja