Understanding Your Customers through Affinity Diagramming
Taking into consideration the rise of APIs and online solutions, a business normally does not get to hear a client’s criticisms face to face. A general distance has formed between customers and companies. Online dealings may make it easier for customers to interact but an online complaint form normally is not enough to comprehend criticism. It is necessary for this rift to be repaired to ensure quality service and product. And to rectify that it is essential to learn exactly what shortcomings the clients find in a company’s work. For this purpose, a survey method known as affinity diagramming is exceptional.
What is Affinity Diagramming?
Affinity diagramming is an efficient process of gathering opinions related to something. The process is simple. A company initially has a concern they require opinions for. A team is built to carry out this process. Consequently, a group of people is gathered for affinity diagramming. Every individual is given a note and asked for their opinions related to the concern. And each participant should be asked to write just one issue or opinion. Every single individual’s participation is essential. Ample time should be given for the writing and the activity should be stopped when it seems that the majority are finished. This ensures that everyone’s original idea comes in the paper. All the notes are immediately collected and grouped. The grouping is done based on the ones that are related to each other – the ones showing affinity. Furthermore, the groups can be divided into sub-groups based on whether the facilitating team sees any intricacies between them. Finally, a cause and effect table can be built using each group and sub-group. The table is a visual representation of all criticisms and their solutions, from the perspective of the customers.
The importance of Affinity Diagramming
Affinity diagramming is going to be a major tool for businesses moving forward. It gives customers an efficient method of voicing their opinions directly to the company. Furthermore, since it takes place in a group, certain group dynamics come into play. Debates may arise between the individuals based on conflicting opinions. And their result would lead to concise and clear criticisms expressed on paper. The sub-grouping and grouping aspects of the process ensure that each criticism is backed by a number of people instead of them just being the individual. Furthermore, this also allows the team to carefully comprehend each criticism as told by a group of people. Rather than poring over an individual’s opinion, it is easier to make a reactionary plan based on a thorough understanding from a group’s perspective.
An example of affinity diagramming can be constructed in the commercial real estate business. A firm that has recently launched fintech (financial technology) capabilities might require critique from customers to make their service more efficient. To do so they might form a group for affinity diagramming. The group, after testing their fintech services, can offer them interesting critique and solutions. Hence, affinity diagramming can help commercial real estate firms understand the demands of their customers and act on them.