Ben Hudson and Andrew Reid (Rival Tech)

Jun. 4

On this episode of Marketing News Canada, Darian Kovacs interviews Ben Hudson and Andrew Reid from Rival Tech.

In 2017, Andrew launched Rival Technologies to once again disrupt the market research industry and help companies gain experience, collect data they can use to build better products, boost their brands, improve employee satisfaction, and continuously enhance every touchpoint of the customer journey.

A way business has changed for Rival Technologies during COVID is through customer satisfaction surveys. Instead of asking customers questions such as “Did you enjoy your meal?” or “How was your service today?” it is more likely to be questions such as “Did you feel safe?” or “Were there enough safety measures installed?”

The biggest struggle when monitoring customer satisfaction is having customers wanting to participate. Commonly, they will often skip past or not complete customer satisfaction surveys without an incentive. Ben stated that “No one talks the way surveys are phrased, no one asks their spouse on a scale of 1-10 how was your commute home? Because that would be awkward and weird.” So the struggle is finding ways to communicate with customers that avoid these awkward interactions.

Andrew believes that “you should talk to your customers the way you talk to your best friend, if that's the way your brand is marketed.” If your brand is fun and markets to an out-going audience, that is the way you should communicate with your consumers. If your brand uses a more serious tone and is marketed that way, your communication with clients should match that tone.

When it comes to advertising, Ben believes that it is important that it does not feel interruptive to the audience. It should feel as if the customer is being engaged with and it is a message they want to hear. This stems from knowing and understanding the personality of your target audience.

Andrew and Ben use their understanding of people to fit the needs of their clients. By conducting in-depth market research they can ensure ultimate customer satisfaction. With the implementation of surveys and other forms of communication, they have evidence that their services are effective. Their dedication to the company makes them valuable assets to the team at Rival Technologies.

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