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Americhem conducts survey for customer needs & benefits
Nov '16
Courtesy: Americhem
Courtesy: Americhem
Americhem, a global provider of colour and additive and engineered compound solutions for the polymer industry, recently completed a survey of verified customers and users of Americhem products in partnership with TechValidate. Americhem gathered more than 750 data points that will help the company better understand their customers' needs and perceptions.

The company also discovered several key business benefits that illustrate why organisations should be tapping into their customer bases for insights.

The first benefit is to find out why customers choose a company over competitors. The TechValidate survey of Americhem customers, for example, asked customers who had evaluated one or more of eight competitive companies why they chose Americhem. Answers such as “product consistency” and “product performance in manufacturing” were common.

The second benefit was to find out if customers would recommend a company, and why. Trusted recommendations carry a lot of weight when decisions around suppliers and partnerships are made, so understanding why a company is or isn't being recommended is important. Americhem found out that their customer service excellence was just as important as their product integrity for generating recommendations, for example.

According to the third benefit, a company needs to find out what case study opportunities one might be missing. One may know about some customer success stories, but chances are there are positive results about which you have never heard. One organisation stated Americhem had enabled it to introduce and maintain a visual effect portfolio that generates over $250 million in revenue, for example—a strong story to tell.

The fourth benefit was to find out about localised business wins within the organisation. Especially in nationwide or international organisations, it can be difficult to track small-scale successes that positively impact customers. For instance, one R&D department representative stated that the team at Americhem's Texas plant went out of the way to get the customer masterbatch on short notice.

According to the fifth benefit, a company has to find out more about customer needs, challenges, and decision-making. Many people think they know what their customers need and want, as well as how they make the decisions they do. Conducting a detailed survey, however, allows the company to hear firsthand what the true driving forces are. (GK)

Fibre2Fashion News Desk – India

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