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Customer needs can change, especially during uncertain times. Times when you are not sure to what extent customers will show interest in your product or service. Times when customer perception and loyalty are changing. Times when, as an organization, you have a lot of choices to make. But how do you make those choices? Monitoring customer experience is an extremely important tool. Blauw gives you two tips for monitoring customer experience in uncertain times.

The brand is the beating heart of your organization. The organ that keeps the organization alive and thriving. It ensures the recognition and value of your products and services. Brand research helps you determine the health of your brand.

The global pandemic is turning the world upside down. The economy is uncertain and many companies have to improvise to survive. A logical step then is to cut back on things that seem less relevant, such as research. Nothing could be further from the truth, however. Especially in these uncertain times, it is important to immerse yourself in your customers and their customer journey, because this period offers unique opportunities to make a difference. Blauw gives you four reasons why.

Chances are your organization is busy collecting feedback and all sorts of other information from customers. In fact, the vast majority of organizations in the Netherlands are in at least the second customer-driven phase, which we call 'Collecting'. Unfortunately, despite all the information, many 'customer-centric' decisions are still too often made based on gut feeling. This is not surprising, because only in 16% of the organizations do employees themselves have a clear idea of what the customer thinks of their part of the service.

Measures, measures and more measures. Many changes have taken place recently for organizations, citizens and consumers. Customer needs changed with them, as did the customer experience. In the short term, organizations pulled out all kinds of stops to keep the customer happy. But what about the long term? How will you deal with changing customer needs as an organization in 2021?

In my work I am regularly challenged. I get a kick out of finding just that surprising hook that inspires clients in making their plans. Finding the right insights can sometimes be quite challenging. Especially in needs research, where you start looking for the client's needs from scratch or maybe a few hypotheses.