A prospective client asked us a common question about its existing tracking program. To solve the query, we would have to utilize our datasets to their full potential, dig deeper to extract more insight, and improve data visualization in order to bring to light opportunities and challenges for the business.
We pored through existing primary research data and complemented it with insights from secondary sources. We saw symptoms of a disconnected customer base, broken product promises, and negative word-of-mouth. These symptoms helped us shape a recommended path forward for the brand. However, we wanted to offer more than just a path. We wanted to help them navigate forward with clear, actionable steps, so we started looking beyond tracking data.
Through data integration, we identified sources of customer dissatisfaction that were directly contributing to the disconnect from the brand promise. We also saw that the experience of existing customers can have a big influence on what potential customers think of the brand. We linked these insights to craft our final story: to improve acquisition, you must first focus on core elements of the customer experience.
Insights from this effort supported marketing goals to create an omni-channel experience that provided consistent, reliable service across all customer touchpoints.
Burke was awarded the client’s brand tracker program based on our efforts. We were also called upon to review various research efforts and facilitate insights sessions to help teams develop recommendations and create compelling narratives for its stakeholders.