What the question isn’t

What the question isn’t

It wasn’t until the end of the 1990’s that customers were seen as passive buyers of products and services.


Today, however, customers are described as a range of stakeholders including staff, volunteers, communities, and suppliers – each with their own perceptions of quality when it comes to what we offer.


These perceptions drive behaviour when it comes to fulfilling any stakeholder role and can’t be ignored. The importance of co-creating products and services with stakeholders is more important now than ever.


The turn of the century saw two major shifts in supporting co-creation:

  1. The advent of Amazon, Ebay and TripAdvisor, offering customers the ability to openly provide seller and product ratings; and
  2. Online survey tools designed to replace inefficiencies surrounding paper questionnaires.


Both have helped support a stakeholder voice but have also come under some scrutiny over time with question marks over how genuine public comments are; and how surveys are designed exclusively for the benefit of the business, rather than a method of engagement.


Here’s a survey for you…


  • When was the last time you relished the prospect of designing a survey for your business?
  • How valuable were the results of your last survey?
  • What are the real costs to your business to obtain these results?
  • When was the last time you were motivated to complete a survey?
  • Could your business engage better?


Arguably, traditional online surveys don’t tend to provide the flexibility and immediacy of social media, where comment threads are a powerful way of getting a message heard. However, this method of feedback clearly doesn’t lend itself to proactive approaches to gathering business intelligence.


The reality is, there is no single method or tool to co-create your business offering with stakeholders. But we can learn from, and adapt, what is available.


Mark Zuckerburg, founder of Facebook, suggests that…


The question isn’t, ‘What do we want to know about people?’, It’s, ‘What do people want to tell about themselves?’


Gobby has used the concept of social platforms and transformed it into a professional tool to gather essential business insights surrounding stakeholder perceptions.


We work closely with business and organisations to identify their stakeholders and ask the right questions.


The Gobby platform is GDPR compliant and allows a closed group of invited recipients to answer questions openly and view other anonymised stakeholder answers; which they can vote for and make their own.


If you are interested in taking the pain out of stakeholder engagement, and are as passionate as we are about making it meaningful, then contact us at info@gobby.io


Gary Beckwith


Gobby Ltd



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