A month ago we decided to take an important step: to change our ideal customer profile from startups and medium-sized companies to large corporations and leading companies in their markets. This month we have met with companies from Chile, Peru and Mexico. I want to share some of the experiences and pains that we have identified along this path, not to mention names, but to delve into the situations we have encountered.

The Search for Authentic Feedback

In the real estate sector, we encounter a common concern: the need to obtain immediate and genuine feedback from your clients. Previously, these companies had tried traditional methods such as tablet surveys or phone calls months after the initial interaction. However, these methods proved to be ineffective.2,3

One company in particular had implemented tablets at its points of sale, but they faced technical problems and customers were not familiar with the technology. The tablets were slow, they hung up and ended up being a barrier rather than an aid. In addition, long and structured surveys overwhelmed customers, who preferred a freer and less intrusive option.

The need to capture the emotional component of the sale was crucial for them. They recognized that the decision to buy a home is highly emotional and they wanted to ensure that their executives were generating positive emotions in customers.

The fear of internal manipulation¹

Another recurring pain was the fear that sales executives would manipulate feedback. Companies expressed concern that executives could influence customers to obtain positive ratings or, worse yet, fill out the surveys themselves. This generated mistrust in the veracity of the data collected and complicated the actual evaluation of their teams' performance.

This fear was also linked to customers' resistance to providing in-person feedback. It was recognized that customers might feel inhibited from giving their opinion if they were in the presence of the executive or someone from the company, which would affect the sincerity of their answers.

The complexity of integration and data security2,3

In the technology sector, we are faced with concerns around technical integration and data security. These companies, which work with sensitive information and clients such as banks, needed to ensure that any new tool met high security standards and could integrate seamlessly with their existing systems.

Frustration with current measurement tools*

In the retail sector, we ran into companies that were frustrated with current measurement tools. One of them used a platform recognized in the market, but found it bureaucratic and difficult to customize. The changes required lengthy and complicated processes, and the solutions didn't fit their specific needs.

In addition, these companies were dealing with an excess of surveys from different vendors, creating confusion both internally and for their customers. The high costs and low quality of some existing suppliers added fuel to the fire. It was even said that some reports provided by some providers seemed to have been prepared by practicing students.

The need for flexible and customisable solutions*

A common denominator was the desire for more flexible and adaptable tools. Large companies were looking for solutions that could be adapted to their processes and that would not entail an additional burden in terms of resources or time.

They wanted to avoid overwhelming their customers with lengthy surveys and were looking for methods that would allow them to obtain genuine feedback without complications. The ability to customize the tool to fit their workflows and company culture was a key factor.

Understanding the user in deeply*

The technology companies we spoke to expressed the need to obtain real insights from their users. They recognized that they were developing products based on assumptions and not on the real needs of their customers. This pain prevented them from improving their products and offering solutions that truly added value.

They were looking for guidance on how to implement processes for obtaining feedback, what questions to ask, and how to enrich their data to make informed decisions.

Internal obstacles and red tape

Another challenge was red tape and internal policies that made it difficult to implement new tools. Companies were afraid of legal and administrative obstacles when trying to introduce innovative solutions such as woku.

Concerns about the need to comply with privacy policies, terms and conditions, and other legal requirements, sometimes held back the adoption of solutions that could significantly improve their processes.

Reflections on these learnings¹

This change in our strategy has allowed us to understand more deeply the pains and needs of large companies. During sales meetings, we learned that, although the challenges are different from those of startups and medium-sized companies, the opportunities to add value are enormous.

These experiences have prompted us to continue to adapt and improve woku to offer solutions that address these specific pains. We're motivated to know that we can help these companies get authentic feedback, overcome internal obstacles, and deliver better experiences to their customers.

We will continue to listen, learn and adapt to be that ally that large companies need on their path to excellence in the customer experience.