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5 Reasons why Customer Intercepts Matter to your Business

Posted by Caleb Bacon on 7/23/15 8:59 AM
Caleb Bacon

Customer intercept solutions provide businesses an insightful picture of their customers’ perceptions of their brand as well as specific products and services. Below are 5 reasons why customer intercepts matter to your business:

Measuring the Gap

Customer intercepts paint a revealing image of any gaps between customers’ perceptions of a brand and a company’s belief of how their brand is portrayed. Valuable insights regarding service expectations and the overall customer experience are delivered via intercepts. The following are answered: “Were my customers’ expectations met?” and “If not, why did we fall short or exceed?”

Testing, 1, 2, 3

Before a new product, package or service launch, companies utilize customer intercepts to test the effectiveness of the proposed initiative. ased on the results gathered from the test, companies will validate and examine what is working and what isn’t working in their market – allowing them to make adjustments and potentially save the company a great deal of money.

Instant, Insightful Feedback

Customer intercepts generate instant feedback from customers, while the information is still fresh in their mind. Why did they buy a particular product? Why did they not buy it? Were their customer service expectations met? Answering questions such as these during a store visit provides invaluable insight into consumers’ behavior, desires and expectations.

Gain Valuable Competitor Information

It is essential to monitor your competitors on an ongoing basis. Customer intercepts identify the competitors that customers patron and why. Harnessing competitive data to stay ahead of the competition is key to building brand loyalty and the overall success of any business.

The Right Foundation

Oftentimes, intercepts are the bedrock that supports a larger market research initiative. Market research is frequently used to answer questions via measurement, assessment and validation. But are the right questions being asked? Intercept data provides an opportunity to understand what needs to be tweaked within operations, training, as well as product/service development and allows a company to make those changes prior to executing additional market research. It is imperative that companies evaluate the right operational standards and behaviors that drive a positive customer experience and build brand loyalty. A mistake can be costly and could backfire when trying to make strategic decisions that yield success.

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Topics: Market Research, Food Service, Featured, Customer Intercepts, Grocery, Retail

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