Blueprint Creative, one of Barbados’ leading branding agencies, is partnering with Antilles Economics, one of the Barbados’ leading research firms, to undertake a survey on Customer Experience in Barbados. The results of the survey will be used by both companies to help corporate Barbados gain a better understanding of the impact that customer experience has on businesses operating on the island.
According to Ron Johnson, Managing Director of Blueprint Creative, Barbadian businesses will be in a better position to run more profitable organisations if they have a deeper understanding of how factors such as customer service expectations can impact consumer behaviour. He said that the results of the survey will help uncover a number of important insights, including: whether consumers are willing to pay more for superior service; how likely they are to switch service providers after receiving poor customer service; and, the likelihood of consumers using social media to tell their friends about their customer service experiences.
According to Mr. Johnson, businesses that don’t take a comprehensive approach to building their brands may be taking a huge risk. “Companies cannot afford to focus only on factors such as pricing strategies and advertising campaigns,” he said. “Businesses also need to consider the impact of factors such as customer service, referral rates and brand loyalty.”
Stacia Howard, Managing Director of Antilles Economics, said that it is extremely important for Barbadian CEOs, Marketing Managers and other decision-makers to have access to the most relevant, up-to-date data that can help them make the best strategic decisions for their businesses. She noted that in her experience, a number of Caribbean business executives rely on consumer data from the USA and other countries to provide strategic insights. She acknowledged that in the absence of Caribbean-specific data, referencing data from other countries may be a “decent” starting point, but cautioned that from a statistical standpoint, data that is extrapolated from one consumer market to another consumer market may not be a good fit and may result in poor strategic decisions.
“It is very important that businesses have access to insights that are relevant to the markets in which they operate,” she said. “Even within the Caribbean, each territory has its own peculiarities that can impact consumer demographics, behaviours and expectations. Access to market-specific insights can be a huge competitive advantage for companies committed to making data-driven decisions.”
Both Johnson and Howard said that they expect the survey to uncover important insights that companies can use to build stronger, more profitable brands. If you’d like to participate in the survey, please click here.