COMMENT: Qualtrics on Aldi's recent financial results

"Great to see Aldi recognising that critical to the success of any business is knowing your customer. Spotting trends such as customers leaning towards more premium pricing, whilst also sticking to their core brand principles for straightforward pricing, at a time of continuous fluctuation shows how customer insight and taking action from it, can lead to success. We know, however, that insight doesn’t and can’t just come from a gut feel - brands need to take advantage of latest tech innovation, notably AI driven tools, to collect and make sense of data in real time to stand out in a competitive market.

It’s also important to acknowledge that customer feedback can come in many different forms - solicited feedback or 3rd party reviews and social media comments, star ratings, chat interactions or email chains, as well as face-to-face conversations between customers and employees.Sometimes that feedback will tell you exactly what they like and suggest a solution – or explain what went right and what they loved about the experience. At other times it can take a little more work, through techniques like data processing and key driver analysis, brands can understand exactly what customer feedback is telling them so they can translate that information into action. It is that feedback loop that drives loyalty and, ultimately, sales."