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THE
LAST WORD
meaningful relationships with your customers,
be it an insight community or some
other technology, the time for throwing out
the spam survey is here. It’s up to you to
take the next step.
ABOUT THE AUTHOR
Surveys are impersonal at a time when
customers want intimacy; they lob demands
at customers who are increasingly
unwilling to be interrogated; and they
rely on an increasingly unrepresentative
sample size.
Today’s empowered customer wants to
provide feedback, but they want to do so
through a meaningful, two-way dialogue
with companies instead of a one-way
questionnaire—a conversation rather than
an interrogation. People want to be heard.
Moreover, customers want to feel
invested in the places where they do
business and they want those businesses
to be invested in them. They want to feel
like their voices are driving product innovation
and steering the direction of
a customer-centric business.
At Vision Critical, our solution to the
tyranny of spam surveys is insight communities.
Insight communities are everything
surveys aren’t: you talk with your customers,
make intimate connections, get insight, analyze,
come back and close the loop. Whatever
your method for developing ongoing,
Scott Miller is the CEO and a board
member of Vision Critical. In this capacity,
Miller focuses on developing and leading
the execution of Vision Critical’s strategy,
including strengthening relationships with
customers and partners, driving innovation
and growth across all markets and ensuring
operational excellence across the company.
Miller joined Vision Critical after 12 years
at Synovate. Most recently, Miller had
been the CEO of Synovate North America,
where he led the business to industryleading
growth by re-aligning all 1,000
employees on client sales and delivery.
Miller also led the rebuilding of Synovate’s
advanced analytics business: MMA. His
leadership successes can be attributed to
the alignment of the complete organization
around a common
vision, clarity
and passion in
communication,
and empowering
others to
contribute at their
absolute best.
visioncritical.com
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