Finding the right balance

Likert scales and other questions designed to measure attitudes, such as satisfaction, are ubiquitous in marketing research. They have their uses that is for sure, but there are a few caveats one should be aware of. In this post we will start this review by looking at number of scale points. As researchers we have […]

Survey Length vs. Data Quality

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What does survey length have to do with data quality? This is a question being asked more frequently in market research circles. It is certainly a topic I have devoted much time to, for the simple reason that lengthy and complex surveys make it more difficult for all researchers to collect valid and reliable data. […]

Foolish CX: Don’t Be Tricked by Text Analytics

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Does your text analytics implementation or VoC program seem like a joke? If so, maybe you’re falling for one of these blunders: Not listening appropriately: Not all data is created equally. Having a listening post – survey questionnaire, social media account, etc. – doesn’t guarantee that it’s being used correctly. Identifying the right metric to use for […]

Customer Experience Pros Need a Beginner’s Mind

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There are three significant shifts that are happening simultaneously creating the perfect storm for customer experience professionals (among many other professions). These are: Cloud Social Mobile It is an understatement to say that the customer experience industry is in a state of change. It’s more like a rebirth because with this perfect storm we can no longer rely on […]

From Market Researcher to Customer Experience Leader

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To start 2015, we are featuring some “Lost Gems” from 2014 — some great posts that deserved to get wider notice than they did the first time out. A vice president of market research for a financial firm shared a case study last week at the Marketing Research Association’s Corporate Researchers Conference about the steps he […]

The ROCX (Return on Customer Experience)

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There are a lot of ways to explain “Customer Experience.” You can use analogies, comparisons, and elevator pitch ,… you get the idea. Regardless of your approach, the best way to draw attention is to “show me the money.” (Yes, that is a Jerry Maguire reference. I couldn’t resist.) When you talk to business leaders about […]

An Alternative to Customer Effort Score

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The Customer Effort Score (CES) appears to be the new shiny object among customer experience professionals. With the urgency to simplify products and services, an attraction to this metric seems logical. But, before you go adding another question to your Voice of the Customer program, take a step back and see if there are existing […]

8 Customer Insights That Drive Growth

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Consumer insights information answers many questions for marketing, but none are more important than to identify the right growth opportunities, and to deliver a deep understanding of what matters most to your target consumers. Only 20% of marketers say they truly know their consumers. And, 81% of marketing decision makers are concerned about reaching the […]

Fearful Freddy, Samantha Smarty Pants & Your Voice of the Customer Initiative

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At the Clarabridge user conference last week, Jeff Mango, vice president of consumer and business intelligence for a major telecommunications company, discussed the art of winning over people when launching a new Customer Experience or Voice of the Customer initiative. “You are a disruptor,” he said, “you are changing the fabric of your company. And […]