Spunlogic’s Vice President of Research and Innovation, Dr. Melissa Read, appears in 1to1 Magazine’s March/April issue, in the article “Can You Hear Me Now?,” which discusses how to capitalize on customer insights from research in order to build loyalty and customer satisfaction.

Dr. Read emphasizes the importance of setting expectations with customers, such as “letting customers know when asking for input that their feedback will be used to benefit customers like them - not necessarily just themselves individually - and that changes will most likely be made based on common issues that many customers experience.”

She also stresses the importance of collecting some open-ended, verbatim comments, since when leadership “sees customer problems brought to life in their own words, they often act quickly.”

In addition, she suggests that following through with those individual comments is something that should not be overlooked, for the benefit of the company as whole. As Dr. Read said, “Set up a system where feedback that is not relevant to your problem of interest is forwarded to the appropriate group in your organization. Don’t let somebody else’s valuable findings slip through the cracks or be discarded because they aren’t relevant to you.”

Read the entire article online. Registration is required.