As Finland’s premier sales service company, Bookers embarked on a pilot of the Siqni CX customer experience and insight survey in spring 2023. Management from the selected customer companies selected and rated the factors that are most influential to their customer experience. With a focus on fostering profitable business growth, Bookers understands the importance of acquiring accurate information about the needs of customer organisations for their success.
Joni-Joonas Honkanen, the COO at Bookers, delved into the Siqni survey results to find notable insights. Among the many findings, three aspects were particularly striking: customers highly value the economic benefits, time efficiency, and expert knowledge offered by their services. The emphasis on expertise is especially significant, positioning Bookers’ as a professional services firm.
“It’s gratifying to see our customers appreciate the value of our consultative services. These outcomes provide us with factual evidence to bolster the case for choosing our services,” remarks Honkanen.
Siqni’s measurements lay a robust foundation for executive decision-making
Honkanen stresses the importance of customer understanding in business development, highlighting that Siqni’s insights offer invaluable support for executives and boards in decision-making and exploring new strategic directions. The survey’s results illuminate the narratives behind the numbers.
“There’s a marked difference between merely quoting a Net Promoter Score of 70 and presenting a thorough, nuanced view of what customers deem significant and what they do not,” Honkanen notes.
Recognising that no company can be the cheapest, most efficient, and highest quality all at once, a comprehensive grasp of customer understanding aids businesses in deciding whether to reduce costs to maintain pricing or invest more in quality, potentially raising service prices.
Honkanen points out that the fact-based nature of this understanding streamlines decision-making by circumventing binary disputes. With differing opinions, the need for argument is eliminated – the data clearly indicates the current sentiments and thoughts of their customers.
Measuring customer experience becomes a gateway to business potential
Honkanen views customer insight as a navigational tool for management, offering an objective lens on customer satisfaction. This perspective goes beyond the impulsive negative feedback received in a moment of dissatisfaction or the positive feedback on less critical issues. A service might be perceived as costly by a customer with financial constraints, but this doesn’t mean it’s universally overpriced.
“With this customer insight, our executive team can pinpoint where to focus, what to maintain, and what needs further development. It also allows us to recognise what’s already working well and where to reallocate our resources,” Honkanen concludes.
When questioned about which companies would most benefit from the Siqni CX survey, Honkanen takes a moment of contemplation, struggling to think of any business that wouldn’t fit.
“I maintain that building customer insight is enlightening for all companies, regardless of their size. Naturally, organisations eager to evolve their operations and identify improvement areas will reap the most benefits,” Honkanen asserts.”
Essential Factors for Developing Customer Insight
Joni-Joonas Honkanen, COO at Bookers, highlights these three crucial areas to focus on when using Siqni CX to enhance customer insight.
Utilise the Survey as a Chance to Engage with Your Customers
“Thoughtfully plan the timing of the survey. Align it with periods when you’re already in touch with key stakeholders. For instance, you might invite a customer to a Christmas luncheon and, in that setting, introduce the concept of an important customer insight survey, asking for their participation.”
A Modest Time Investment with Substantial Business Impact
“I’d underline to our customers that the purpose of gathering customer insights is to genuinely direct the organisation towards the right path, rather than simply guessing at what might be expected. For the customer, taking part in the survey is beneficial too, as it allows them to provide feedback and play a role in shaping our future collaboration.”
Communicating Survey Outcomes to Customers
“A well-executed customer insight survey produces an abundance of insightful data for the organisation, meriting discussion in the executive team’s meetings. It’s wise to distil a few clear action points from the results to share with customers about the next steps we intend to take. This demonstrates to customers that their input is being used to effect real and meaningful change.”