The process of capturing marketing data should strive to minimize hypothesis and confirmation bias. This has proven to be a significant challenge for many marketers. Data that guides marketing toward success should remain agnostic and independent. If the goal is to confirm preconceived notions rather than genuinely understand opinions, there's little value in collecting such data. Therefore, marketers must objectively answer whether their aim is to influence opinions or gain insight before designing and implementing any data capture processes.
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In the pursuit of gauging customer satisfaction, businesses often solicit feedback from both content and disgruntled customers. Mostly, the latter category is prevalent. Satisfied customers typically ascend the ladder to becoming advocates before openly expressing positive feedback. The most perilous scenario centers around the indifferent customer, who remains invisible. Conventional survey methods struggle to reach them. The rise of an indifferent customer segment can severely impair a business's return on investment. Attempts to counter the void left by indifference with steep discounts and sales might not yield a successful recovery.
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Real-time IoT (Internet of Things) customer experience (CX) capture kiosks can significantly disrupt the traditional survey mold by offering a more immediate, interactive, and contextually relevant way to gather customer feedback.
Read MoreGrocery stores are a vital part of our daily lives, catering to our fundamental sustenance needs. However, despite their consistent demand, many grocery stores find it challenging to maximize their profits. While numerous factors contribute to this issue, some key elements are often overlooked. Tapyness will explore the missing ingredients costing grocery stores greater profits and discuss potential strategies to address these challenges.
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Digital innovation is using technology to enhance your business. This involves everything from automated processes and bookkeeping to streamlined checkouts and personalized customer care – and everything in between. With the right technology, you’ll save time, money, and energy. It’ll be easier to meet goals as well as grow your business. You don’t necessarily need a great deal of expertise or large investments either.
In this mini-guide, Tapyness explains digital innovation, including offering several suggestions on making your business better:
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