keys to customer experience research success: start with objectives
TRANSCRIPT
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Kinesis CEM, LLC
The Key to Customer Experience Research Success – Start with the Objectives
https://blog.kinesis-cem.com/2014/05/19/need-research-to-be-more-actionable-start-with-the-objectives/
Eric Larse is co-founder of Seattle-based Kinesis, which helps companies plan and execute their customer experience strategies. Mr. Larse can be reached at [email protected].
http://www.kinesis-cem.comhttp://www.kinesis-cem.com/customer_surveys.shtml
kinesis-cem.com 206.285.2900 [email protected]
The Key to Customer Experience Research Success:
Start with the Objectives
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DefineObjectives
First
How to make research
actionable?
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First, generate a list of everything you want to know as a result of the
research.
Defining Objectives is
Simple
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• How satisfied are our customers?• Which key factors drive satisfaction among
our customers?• What are the causes of customer dissatisfaction?• How can we measure customer satisfaction over time?• Which business processes can most
Improve customer satisfaction and increase our financial returns?• How can we measure the relationships between customer satisfaction, profitability and purchase or retention behavior?• How can we evaluate our customers’ referral activity?• How can we measure the value of our customers’ purchasing behavior?• How can we identify changes in our customers’ purchasing or referral behaviors over time?
For example:You might come up
with the following list:
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Map each of your questions to a
specific research objective
Next
Consider the following examples:
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How satisfied are our customers?
Objective: Determine the level of customer satisfaction and provide a reference point for other satisfaction-based analysis.
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Which key factors drive satisfaction
among our customers?
Objective: Identify which service attributes drive satisfaction and which investments yield the greatest improvement in customer satisfaction.
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What are the causes of customer
dissatisfaction? Objective: Identify moments of truth where the danger of customer attrition is highest.
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How can we measure customer satisfaction
over time?
Objectives: Track changes in customer satisfaction over time.
Determine if changes in satisfaction are significant.
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Objectives: Link key service attributes to specific business processes.
Identify which processes maximize ROI.
Which business processes can most improve customer
satisfaction and increase our financial
returns?
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How can we measure the relationships
between customer satisfaction, profitability
and purchase or retention behavior?
Objective: Identify the relationship between customer satisfaction and customer behaviors such as retention, purchase behavior, and likelihood of referral, which drive profitability.
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How can we evaluate our customers’
referral activity?
Objective: Conduct loyalty-based customer satisfaction analysis, using net promoters and customer advocacy as a measurement for customer loyalty.
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How can we measure the value of our customers’ purchasing behavior?
Objectives: Determine the relationship between customer satisfaction and purchase behavior.
Identify the ROI of satisfaction-based management.
Make a financial case to all stakeholders (management, employees and shareholders) that the customer experience impacts financial performance.
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How can we identify changes in our customers’
purchasing or referral behaviors
over time?
Objectives: Continue to track the relationship between satisfaction and purchase behavior.
Analyze satisfaction by customer segments and the financial value of each individual segment.
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You now have a road map to inform all
subsequent decisions
Once a clear set of objectives is
defined….
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Sample FrameDecisions Like
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Data Collection Decisions Like
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Survey InstrumentDecisions Like
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Analysis Plan Decisions Like
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Start With The Objectives
Just Remember