This week, IdeaScale’s President, Rob Hoehn, was interviewed on RomiCast (a podcast curated by the Market Research resource center: ResearchAccess). The topic was feedback, but the featured discussion ranged all over.
Romi Mahajan acted as interviewer (asking questions like “is the theme of feedback today that of democratization – are we defrocking priesthoods here?”) and Erik Koto from QuestionPro was also a featured guest. They discuss a number of things: the value of quantitative and qualitative feedback, the advantages and inconveniences of soliciting and implementing commentary, and how to organize a wealth of big data.
One of the questions that caught my attention, however, is “why isn’t everyone doing this?” It’s so easy, it’s not going to break the bank and it’s clearly important… what’s the problem? The answer given is that the knowledge about feedback hasn’t fully disseminated, that people aren’t aware of all the resources available to them. But I think another factor is that research departments aren’t set up to not only gather feedback and ideas, but also to implement the information and suggestions that they receive. People need to have teams to review, dive deep, respond, they need experts willing to research possibilities and escalate matters, then they need be liaisons with product teams, marketing teams, leadership teams and more. It requires a paradigm shift in how we think about customer communication, but it’s not impossible and is clearly going to be required of all organizations in the future.
As was said at one point during the podcast “there is no ROI on simply understanding your customer.” In other words, understanding without analysis and response leaves you in the same place. There are next steps and feedback is now quite the interactive field.
You can listen to the podcast in its entirety here and decide for yourself.
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