Eric Engwall

Eric Engwall

E.G. Insight, Inc.
Experienced consultant and business leader in the areas of strategic customer feedback processes, customer loyalty, and sales effectiveness. Primary focus is on using customer feedback to improve critical relationships, make operational and service improvements, and pursue growth opportunities with key customers.
  • 1 comments 675 reads
    Posted on 2011-07-13

    Recently, the sidewalk outside of our office building was closed for about ten days due to road construction. On several of those days I drove past the orange cones and barriers to our parking lot and not even two minutes later walked around the corner to take the sidewalk like I always do, as though nothing had changed. Each time I sort of chided myself for my short memory and then crossed to the other side of the street to get to the office. While I knew the sidewalk was closed, I was still operating on my normal unconscious routine until I was confronted by the bright orange barrier that said “Sidewalk Closed.”

    One of those mornings I realized that in all the time I’d been walking my route to the office I had never been down that side of the street or seen the building from that vantage point. So, I stopped and looked up toward the spot where our offices are. Because I followed a normal routine I hadn’t appreciated the color of the brick, the architectural nuances or the...

  • 0 comments 852 reads
    Posted on 2010-11-22

    In casual conversation it’s not uncommon to hear someone described as being “old school.” Most often it’s not an ageist insult, but a compliment – a label that conveys respect for someone who lives and acts according to traditional values. It’s a nod to simpler times when things were “done right,” like sending a handwritten thank-you note, holding the door for the person behind you, or using the turn signals on your vehicle (don’t get me started…).

    Where in business can “going old school” set you apart in the minds of your customers? Where can doing something in a traditional way be not just an anachronism but a positive distinction from the rest? In the work we do with our clients there is one topic that seems to emerge, and that’s communication – particularly with customers.

    We now have more electronic communication tools than most of us could have dreamed of only 20 years ago....

  • 0 comments 1,597 reads
    Posted on 2010-11-11

    Sometimes lessons come from the most familiar and mundane places. With all due respect to the makers and marketers of disposable coffee cups and the lids that cover them, I never would have looked to those products as sources of learning.

    That changed when I read Benjamin Wallace’s recent article in BusinessWeek. In it, the author lists some of the latest innovations in disposable coffee lid design. For most of us, the lid on our morning coffee is an afterthought. Indeed, almost all of the 14 billion coffee lids sold in the US last year ended up in the trash, so it might not be the first place one looks for ingenuity. But to the folks at industry suppliers like the Solo Cup Company, who are coping with the closings of local coffee shops and the related trend toward consumers brewing more of their own joe at home, developing innovative products with higher margins is a key to growth.

    Some of the innovations Wallace...

  • 0 comments 1,304 reads
    Posted on 2010-08-12
    I recently met with a consultant from another firm that is interested in partnering with us at E.G. Insight. The conversation with her got me thinking about the importance of clarity when communicating with B2B customers.

    The woman I met was professional, curious about my business (always a plus!) and had multiple examples of work she and her firm had done for organizations that were similar to our clients in some way. That all sounds great, right? Here’s the problem: When she described the projects and the work she did, I never got a clear sense of what she was talking about. Her project summaries were lofty and vague, and she used jargon and terms that I was unfamiliar with and had no reference for.

    Now, in my job it’s not at all uncommon to have to learn a new language of sorts. Each client has tools, processes, and...

  • 0 comments 775 reads
    Posted on 2010-08-11
    After more than ten years in this business, I have read thousands of interviews our clients have conducted with their most important customers. I am sometimes asked what, if anything, surprises me about the challenges and opportunities our clients have with their customers. The truth is that there’s not a whole lot that surprises me anymore. For all that is unique about every organization, there are struggles that many companies seem to have, regardless of the industries they represent. One of the issues that is common – though still somewhat surprising – is that customers often say that their suppliers need to do a better job of communicating their capabilities.

    Rather than explain in detail, I’ll let the customers do it themselves in the form of quotes we’ve seen from client interviews. Each of the following comments were made in response to the question, “What should we improve?” Some of what they’ve said:

    ...
  • 0 comments 912 reads
    Posted on 2010-08-09

    After more than ten years in the B2B customer feedback business, I have read thousands of interviews our clients have conducted with their most important customers. I am sometimes asked what, if anything, surprises me about the challenges and opportunities our clients have with their customers.

    The truth is that there’s not a whole lot that surprises me anymore. For all that is unique about every organization, there are struggles that many companies seem to have, regardless of the industries they represent. One of the issues that is common – though still somewhat surprising – is that customers often say that their suppliers need to do a better job of communicating their capabilities.

    Rather than explain in detail, I’ll let the customers do it themselves in the form of quotes we’ve seen from client interviews. Each of the following comments were made in response to the question, “What should we improve?” Some of what they’ve said:

    “Your company...

  • 0 comments 2,713 reads
    Posted on 2010-03-31

    In our work with clients, we help them to understand the confidence that their key customers have in their current and future ability to meet their needs. Among other things, many clients are interested to know whether their responsiveness to customers is perceived as a core strength or an opportunity for greater focus and improvement. Using our Customer Review process, our clients often include responsiveness as one of the performance factors they ask their customers to evaluate. The goal is to assess customers’ perceptions of such things as accessibility (are you there when I call?), willingness to listen, desire to help, and speed of response.

    But is being highly responsive enough?

    After reading comments in thousands of our clients’ customer interviews over the past ten years, it has become apparent that responsiveness doesn’t quite capture what customers are looking for. Any significant customer –...

  • 6 comments 4,270 reads
    Posted on 2009-08-31

    Just for a moment, imagine this scenario:

    A husband and wife are celebrating their 15th wedding anniversary with a romantic dinner at their favorite Italian restaurant. During the meal, the man says to his bride, “Honey, I hope you know how important our relationship is to me. I sometimes wonder if I’m doing all that I can to be a good partner for you. I’d really like to know what it is that you appreciate about me and also what I can do to improve. To help me better understand that, would you please go to this Web site and fill out a survey about our relationship? Your responses can be anonymous, and they will be consolidated with other women’s input about their husbands. Then, based on the report I receive, I’ll see what improvements I can try to make.”

    As preposterous as that scene may be, it’s not all that different from what some companies do with their customers. Many organizations have adopted the common refrain that, “We need...