Business Strategies: South Florida Sun-Sentinel -
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Published on: 7/29/2004
Last Visited: 7/29/2004
"It was important to them we label the ingredients, so they know how many grams of fats, calories, and grams of carbs are in the food," explains Joyce Valley, director of marketing research for NCCI.
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"We make every attempt to segment the audiences we are serving," Valley says.
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It's important, particularly with busy executives, to get a dialogue going to retrieve valuable information in a survey, Valley says.
NCCI, which is regulated by about 50 different regulators, even does yearly telephone surveys with state and federal insurance departments."By talking to them, we've improved our score from a `moderate' to a `very satisfied' rating," Valley says.
The feedback also reinforced NCCI's course of business.
"There was a clear indication regulators wanted NCCI to focus on the information it was providing to the industry rather than offering new products," Valley says.
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After analyzing customer or employee surveys, Valley and her marketing team makes recommendations for action to top management.
"Even the smallest business can benefit from market research," says Valley, who has been doing market research for 20 years.
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At NCCI, Valley often begins a survey with a rating question: From a scale of 1 to 10, how much do you value a particular product or service?
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