The power of face-to-face collected data

What is the power of face-to-face collected data?

“Recently I left a good review with a vendor. 5 stars!”

So am I that satisfied with that supplier? Not really. I actually have numerous minor annoyances and complaints. But I just had to indicate how satisfied is was with the transaction. And my regular contact person at that supplier does such a good job for us. Maybe he is “judged” on those scores? 5 stars so.

Recognizable?

Fortunately for me, we are increasingly discovering that not all experiences can be retrieved from available data. Thus the realization is growing that a high score is not an objective in itself but should be an accurate reflection of reality. After all, what good is your score going up if your customers walk away?

More and more of our clients are therefore realizing the importance of looking behind the data. Last year we literally looked behind the front door of their customers for a large financial institution. We talked to 2,500 of their customers throughout the Netherlands. Conversations that provided many unique insights into the real stories behind the data. By actually listening, they can now respond even better to the wants and needs of their customer base.

Even during this pandemic, we continue to have real conversations, both at 1.5 meters but also via videocalls. We find that we continue to pick up unique insights for our clients. After all, we often reach the people whose voices you wouldn’t otherwise get to hear. Or we dig just a little deeper by engaging in a more extensive dialogue.

It’s good that more and more clients are realizing that data is not a substitute for engaging with their customers. Now we have to convince our supplier of this.

Author: Harm Weber (CEO)