What do customers say when you are not in the room?

It was Jeff Bezos of Amazon fame who said “Your brand is what people say about you when you are not in the room.” Wise words. But it does take some guts and ingenuity to find that out. What on earth might they say? Could it be damaging? How do we ask them without being in the room?

For six years Risk Evolves have been reaping the benefits of taking that brave step. Conducting qualitative research of their customer’s experiences. To make sure ‘they are not in the room’ each time, they have commissioned Glued to conduct the research on their behalf.

Risk Evolves are a compliance, quality assurance and risk preparedness business – so they really are taking their own medicine with this bold step. Over the years their investment has paid off, as managing director Helen Barge was keen to say “We can champion the good news to swell our pride and confidence. Fortunately, pieces of bad news have been few and far between – but where it does arise it means we can address it – thereby improving our service levels all round.”

Risk Evolves incentivise clients to volunteer to be respondents by offering a donation to a charity of their choosing. Glued are given the candidate respondents by Risk Evolves, interviews are conducted anonymously and the results collated to include answers to questions such as: why Risk Evolves were selected; what makes their service valuably different; what other services are Risk Evolves known for; what went well and what didn’t; would respondents recommend Risk Evolves, and why.

Rob Harrison, Consultancy Partner at Glued added “After six years we have seen some surprising developments in the experience that Risk Evolves customers have. Most notably of late has been the reference to the names of more and more members of the team, reflecting the spreading of responsibility and contact. Also, wider recognition of other services from Risk Evolves after earlier narrower knowledge triggered a regular e-newsletter. And best of all a new product in the shape of an on-demand ‘critical friend’ service, prompted by a suggestion made by one of the research respondents.”

As business owners we interact with and think about our customers and prospects all day every day, it is understandable to think we know them inside out. But the cut and thrust of business means we don’t have time to ask our customers to reflect on their experiences. Triumphs can go unrecognised, and problems can fester. By conducting regular customer research we show willing to listen and when acting on lessons we learn we show care and humility.

To find out more about how to keep your business prepared for risks contact Helen Barge at Risk Evolves, Helen_barge@riskevolves.com.

To find out more about constructive customer research contact Rob Harrison at Glued, robharrison@gluedlimited.co.uk.