Customer experience research will never be effective when it’s someone’s “other” responsibility.
It’s important to make any win loss analysis program as instructive as possible without finger pointing. In order to get sales people engaged, you have to remove the inherit defensiveness they feel when someone evaluates their interactions with clients and prospects.
Trying to gather feedback without audio recording makes for some very awkward phone conversations.
“Going through the motions” with your marketing research won’t give you much more than a flat view of your buyers. Without fleshing it out, you’ll miss the mark on buyer needs.
Lies, damn lies, and statistics. Make sure you don’t skew your data to give you the result you want. Don’t be afraid of the naked truth you get from feedback. Use the negative information to create a positive result.