Why quality opinion is the most valuable metric you are not tracking

For years, marketers have been obsessed with matrix and data -driven strategies, and improve for more than people.

Don’t misunderstand me, data is important in marketing. But many of us have worked with the mentality that if we only collect enough, we can predict what will be successful. With each click, scenario and interaction, we are connected to models of data and perfect attribution.

It is easy to flow into the world of data. But if you work in the marketing field, you may have felt the recent change if you talk about measurement. I know I have.

Conditions of privacy It’s tightened, and consumer behaviors are changing faster than ever. Marketers now have less access to granular data, which they once relied on, which gives us less insight. Success is starting to occupy the customer’s views and brand feedback. Not just a model of perfect attribution.

It is an important reminder of humanity, magic and fragility needed in marketing, and that sometimes the most powerful strategy does not come from the number.

In some ways, I feel like we are returning to the “crazy men” era. Success is focused around major ideas and overall effects, not data -based hypertensive campaigns. Today, the marketers are re -discovering the quality of the customer’s views and the power of the human vision and intuitiveness of the good old -fashioned.

Therefore, the marketers, now is the time to contact your users a little less data and a little more time.

Related: 11 effective marketing strategies to help you smooth your start

How to get the quality feedback you need

The challenge is: As businesses grow, it is difficult to combine effective quality insights. This is not like the early days when you can pick up the phone and call a few users you have. If you are not cautious, it can quickly change any major time (and hindrance to your users).

It requires time and hard work, but there are some old school tactics that can make a lot of difference.

Customer Tours: Go to the room

Remember when the business will send their teams personally to meet users? This shows that face to face is difficult to change. In Voiceta, we have noticed that consumers are personally more honest, displaying product problems or opinions that they may not be mentioned in a phone, email or survey.

In fact, some of our most meaningful product axis came face to face or non -script calls. I still remember a time when a customer told us that he was misusing the feature that we think is intuitive. It was a wake -up call. And because of this, we completely eliminate the interface of this device.

This type of direct “people’s opinion” is invaluable. This is a fundamental part of our user’s research and the initial stages of product design. We sometimes bring fun and prototype of products at meetings to understand whether we are making some cost.

Meetings face to face are not always fully expanded. But when you need honest insights, it’s definitely worth trying.

Related: He was afraid of giving bad news to his business partners. Then he realized the reality of a game.

The power of the correct survey

When the right work is done, the survey is still the easiest way. The first piece of my advice? Avoid sending surveys to your customers without thinking more about context or time. You are asking people to give up a part of your day to help you. So make their time valuable.

Also, think about your final purpose for your survey. What kind of opinion will be the most helpful? Which point is better in the customer’s journey to ask for this feedback?

For example, if you are diagnosed with customer conversion issues, try to survey your “help” and “signup” pages. This is an easy but powerful way to understand why people are not taking the next step.

In Vastia, we learned it in a difficult way. We used to send a big survey at the end of each trial period, hoping to understand what was working and what not. But the answers were all over the place. Very late, very vague. So we changed our point of view.

Instead of putting a wide net, we added the same question directly to the sign -up page: “What stops you from upgrading today?” Time was everything. When people were in that moment, they faced real friction, their answers reached straight to the heart we needed to fix.

The shape of the survey is also key. See Net Promoter Score (NPS) Survey. Data output is useful, but the original gold is in comments. Quality opinion is the one that tells the whole story and helps companies find viable insights.

Make the time to experience with what survey format and format works for you.

Related: Our online presence is about what you say about

The time of the customer’s story

Sometimes, the best feedback comes in the form of a story.

In early Westia, we entered our phone number on our website and encouraged users to call with questions. Yes, we will help the callers in their inquiries. But it was also helpful for us to hear what people want and where they are struggling. We were able to improve our products based on these conversations.

As we grew up, we turned this idea into a “customer story time”. In our weekly meetings, we encourage employees to share the users’ conversation to help the team work and not what they do. This easy process of sharing quality feedback reminds the entire company to the human beings they are serving and helps us to market our products.

At the end of the day, marketing will always be around to connect with people. The data will always be present and will continue to play its role in the guidance of the decisions. But the sweet place occurs when we take a step back, get relief from a little confusion and remember that man is in the heart of everything.

The future of marketing is in humanity behind stories, opinions and every interaction. The old school marketing has returned, and here to stay here.