|  Posted: by

To get better customer satisfaction metrics, companies need to stop distorting customer satisfaction metrics. They also need to use the right type of market and user research.

The ultimate goal of doing market research is to provide support for decision making. However, short-term business goals combined with research methodology ignorance have the potential to undermine the effort to provide actionable insights.

Customer satisfaction measurement is a good example of research going wrong in many companies. The search for linear, quantitative and simple metrics…

Read entire entry »

 |  Posted: by

 

 
New product development benefits enormously from customer experience (CX) research if done right. Sometimes, CX research is reduced to gathering product attribute lists outside the context of the actual experience. Moreover, companies often do CX research on an ad-hoc basis, not as part of a process. This leads to missed opportunities to save time and money in the process.
 
 
At the 2018 Dallas CX Talks, Brian Sullivan, from Sabre, presented a case study illustrating the value of CX research to product managers. His presentation, Making the Unnatural Natura…

Read entire entry »

 |  Posted: by

 
To invest in CX might seem the obvious thing to do given the fierce competition many companies face. However, at this point, many executives are still trying to grasp what that means. Kari Mickelson from MoneyGram International Partners discussed how her team got MoneyGram on the CX wagon in her presentation Building Buy-in to Invest in Customer Experience (CX) as a Practice at the 2018 Dallas CX Talks.
 
As the title suggests, Mickelson’s presentation was about how to get money from the executive management to run an internal CX practice and turn an organization into a…

Read entire entry »