MUMBAI: Global market research firm Synovate has launched a new customer relationship system that offers companies comprehensive and customer-driven approach to understanding customer experiences, attitudes and behaviours.
 
The new research approach, called True Customer View, was developed to help companies better understand the multiple factors that impact their customers‘ behaviour, including what the competition is doing as well as any barriers customers may have in buying their products or services.
 
Synovate claims that this approach is the only customer experience research system in the marketplace that considers these multiple influences. It is also unique because it puts the customer in control during the research process, allowing them to select the brands, attributes and experiences that matter to them, rather than the company determining this.
 
Said Synovate global practices and capabilities CEO Ged Parton, "Many companies unfortunately don‘t have a reliable way to look at all the factors that influence what their customers buy. You need to consider all the variables, especially what the competition is doing; otherwise, you‘re only getting a small piece of the puzzle. Also, many companies have a tendency to look at customers from the company‘s point of view. Our approach instead looks from the customer‘s viewpoint at all the elements that influence their decision to buy a particular product or service. It is completely customer-driven rather than company determined."