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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…

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Good website navigation is a basic requirement for any website. In the 2016 study about online shopping from Big Commerce asked about what factors influence shoppers to buy online.

Not surprisingly, the first one was price (87%). After price, the other 6 factors influencing purchase decisions are related to different aspects of the service or the product/brand:

Shipping cost (87%)Product variety (71%)Discount offers (71%)Trustworthy reviews (68%)Return policy (68%)Brand reputation (67%)

Navigation Experience

Once these key aspects of the service are considered,…

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Without good customer experience or CX, companies are likely to fail the race for differentiation. As a result, CX is becoming an important discussion topic in many organizations and some are even installing teams, who are finding themselves fighting in the CX culture revolution.

 

 What is CX?

 

CX or customer experience is at the root of customer satisfaction and loyalty. It extends to all the touch points a company has with potential and current customers during the pre-sale, point-of-sale, and post-sale steps of the sales cycle.

 

In other words, customer…

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Data integration is a must for delivering a good customer experience (CX). Why? Many companies are trying to improve the customer experience using personalization, using countless data sources.
 

However, the problem is that the same customer shows up through different channels. As a result, the CX team is treating him or her as different customers.
 

Tim Hayden, from Brain+Trust Partners tackled this subject at the 2018 Dallas CX Talks with his presentation Know Your Customer Before It’s Too Late. 
 

Above all, Hayden’s proposes creating a…

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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…

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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…

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