To really understand consumer experience, it's critical to stand in the shoes of consumers. What is it like to buy your product? To use your product? How does that compare to the consumer experience of your competitors? How is this experience changing as new entrants and new products are introduced? And how can all of these insights be collected in the honest, un-biased words of consumers (as they are spoken)? Answering these and other related questions is one of the most important things we do. Because, in our experience, strong brands are strong because they go the extra mile; consumers perceive that the brand is doing the hard work required to deliver on their promise time and time again.
Simetric delivers Consumer Intelligence that provides three key benefits:
We establish an all-important word-of-mouth baseline and provide tracking for new word-of-mouth as it is created. This includes both the nature of the conversation (positive or negative with respect to the consumer experience) as well as the source and direction of the word-of-mouth. The word-of-mouth baseline and tracking are the beginning of influence.
We enable faster market response in the key areas of customer service, product design and marketing communications. One of the most challenging aspects of social media is that a single transaction can be magnified and spread across communities at light speed. The specifics of the actual transaction (perhaps it was a one-off event) are irrelevant. Right or wrong, the event will support and compound negative perceptions that reflect on the brand as a whole. Consumer Intelligence means identifying and staying in front of these fast-moving changes.
We identify new market opportunities that can only be found by observation. It is rare that consumers will offer up new ways for companies to position and market their products. Instead, they will fit the product to their own life and use it in the way that makes sense to them. Our Consumer Intelligence uncovers these patterns in ways that enable smart decisions.
Consumer Intelligence means being able to rank competitors, brands and products by best and worst consumer experience.
With a Consumer Experience Map, clients can identify the drivers behind changing consumer experiences and how those drivers are affecting the overall consumer experience. These factors are tracked on an on-going basis to optimize consumer experience innovation as conditions change.
Consumer Intelligence can highlight gaps between intended marketing messages and actual consumer impressions.
Consumer Intelligence delivers an honest real-time picture of how your product or service is being perceived by customers and potential customers. It provides the basis for intelligent actions you can take to improve consumer delight and compete more effectively.
For a consultation on how Consumer Intelligence can be applied to your market, contact us today.