What does customer service in market research really mean? Just that: customer service! Seems simple, right? Not necessarily…
The market research industry is constantly evolving, and so are researchers’ needs. As a result, researchers have to think fast to meet their clients’ expectations. Likewise, the service providers who work with them have to do the same.
Whether you’re a data collection firm or a translation provider, researchers need to know you’re looking after them. So how do we, as a supplier, know what great service looks like?
Over the years, many researchers and clients have told us what they appreciate about Quest’s service approach. Admittedly, a lot of it is common sense. However, it takes a concerted team effort to keep service standards high across an organization. How individuals help their clients needs to be a recognized part of your company culture.
Here are four qualities that define customer service in market research.
Dependability and Trust
From our perspective, dependability and trust matter most. As a service provider, your reputation precedes you.
After all, researchers rely on their providers for authentic data. They need to know those providers will deliver on time. If you can’t handle a task reliably, you shouldn’t take it on at all.
Dependability starts at the bidding stage. Our clients count on us for firm commitments on panelist availability and accurate feasibility estimates. Therefore, to get those right, we take extra measures. Our team receives regular training on our internal systems, and we gather extra detail during discovery. That way, we’re fully aligned with client expectations from the start.
Ultimately, a proactive approach to project setup is what keeps our dependability high.
Responsiveness
Clients don’t expect you to drop everything the moment they reach out. In fact, they know data suppliers are busy. What they do expect is a response.
Every client has different needs when it comes to timing. But one thing is certain: they need to hear back! Ignoring requests is one of the quickest ways to take the customer out of customer service. In contrast, a quick email or phone call goes a long way toward building trust.
Responsiveness has helped Quest strengthen client relationships, especially when onboarding new clients. Onboarding often means integrating survey links, programming, and more. Linking systems is routine for Quest. But research clients may need technical support from our project managers. Together, we make sure survey redirects work correctly and capture every intended variable.
When fielding windows are short, a responsive team becomes critical.
Communication
Communication should be clear, concise, and to the point, but never robotic. Clients don’t want the same generic reply to every request. They also don’t need a long, drawn-out response with seven smiley-face emojis. One will usually do the trick!
That’s why we see effective communication as a key part of great customer service. For example, many Quest clients are long-standing research experts, often skilled in both qualitative and quantitative methods. They want a provider that gives straightforward, detailed answers about the steps taken and solutions applied.
Kind, prompt communication goes a long way toward strong client relationships.
Problem-Solving Skills
Online research studies run into problems every day. Because many variables need to align for a project to succeed, issues can pop up in survey programming, quota groupings, or the target audience.
A good service provider addresses these issues proactively. You need to spot potential problems before they happen. And when they do happen, you need to offer creative solutions quickly.
Problems are inevitable in market research, just like in many other industries. What keeps client loyalty intact is how a service provider handles them.
Why Customer Service in Market Research Matters
Customer service matters in almost every industry. In market research, however, it can make the difference between a successful project and a failed one.
Researchers need to trust that their data is reliable. They also need to trust their service providers to deliver on unique project needs. Ultimately, quality customer service builds that trust, just like quality data does.
Customer service can mean different things to different researchers. At Quest, we strive to bring all four of these qualities to every project.
Choosing a research partner? Read our answers to the ESOMAR 37 questions to see exactly how we recruit, protect, and validate our panels.
