“Our customers are unhappy.” Okay… now what?
You know THAT there’s a problem. But you don’t know WHY. And that’s exactly where many companies get stuck. Imagine this: A gym notices that its cancellation rate has risen. The numbers are clear: members are unhappy. Management is alarmed and decides to take action. But… what exactly should they do?
They suspect: “The equipment is probably too old.” So they invest $50,000 in new equipment. State-of-the-art, top-of-the-line. Three months later: The cancellation rate is still high. The new equipment didn’t help.
What happened?
The studio knew THAT members were canceling their memberships. But they didn’t ask WHY. If they had, they would have learned that the equipment wasn’t the problem. The problem was the overcrowded classes and the lack of cleanliness in the changing rooms. The members felt uncomfortable, but that wasn’t because of the equipment.
This is the difference between quantitative and qualitative data:
Quantitative (numbers, statistics, star ratings):
→ Shows you THAT a problem exists
→ Shows you how big the problem is
→ Gives you an overview and comparability
Qualitative (conversations, interviews, open-ended answers):
→ Shows you WHY the problem exists
→ Shows you exactly what bothers customers
→ Gives you concrete starting points for improvement
With numbers alone, you can only guess what the problem might be. And guessing is expensive, as the $50,000 for the new equipment shows. With the right conversations, you know exactly where to start.
Our approach at TEMA-Q: We combine both. Our CX studies don’t just show you that customers are dissatisfied. We find out why. We ask questions, listen, and dig deeper. That way, you get not only diagnoses, but also solutions.
If you don’t want to invest another $50,000 in the wrong direction, but want to find the right levers right away, then let’s talk!
Take a look at our LinkedIn profile at https://www.linkedin.com/company/tema-q/ to gain exciting insights into the world of customer and employee experience in the future.
If you have any questions about these or other topics, or would like a live demo version of ClaralytiX via video conference, click here to make an appointment or contact us.