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Understand, Measure and Improve Customer Experience in your Business

Understanding customer experience is of vital importance to businesses who want to attract and retain more customers, drive value and build competitive advantage. Customer experience encompasses the sum of all interactions the customer has with your brand. This could include seeing your ad on TV, browsing your store or seeking advice from your staff.

Every place a customer comes into contact with your brand is a customer touchpoint.  A poor experience at any customer touchpoint may mean they go elsewhere. Research shows 87% of all consumers will never go back to an organisation after a negative experience (Right Now Technologies and Harris Interactive 2008). Being able to understand, measure and act on this insight to improve the experience of your customers is extremely valuable.

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A Guide to Measuring Customer Experience

Customer experience has been defined in many different ways by different businesses and sectors over the last few years. In essence brings together all the experiences a customer has when dealing with a company to purchase a product or service.
The customer experiences starts when a company is on the customer’s consideration set and brings together the sum of all the interactions a customer has with that company – from initial enquiry to purchase to after sales support. But what are the best ways to measure customer experience?

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How to run an Employee Engagement Survey

Employee Engagement is a term used to describe an employees’ emotional and intellectual commitment to their organisation and its success.  It refers to the extent to which people in an organisation know what they have to do and their willingness to give extra effort to achieve that. It is the difference between people coming to work and doing an adequate job, and people coming to work and really giving their best, displaying creativity and using their initiative.

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Maximising value from your tracking research - breaking free from the past

As a former client-side researcher in a FTSE 250 company I know market research departments spend the lion’s share of their annual budget on customer and brand tracking projects. Often the questions remained unchanged for years and although they may no longer deliver the value the business need, the majority senior managers are hesitant to change their approach.

Most of the time a new bar is added to the tracking chart and no one really knows why it has gone up, down or stayed the same. The agency charged with the research and the internal research team spend the majority of their time making sure the sample is robust and figures are thoroughly audit checked, just in case the MD needs to pull out some of the satisfaction figures for a last minute press interview. There is little thought to what the results actually mean to the business and how the feedback can be implemented to improve satisfaction, loyalty and advocacy (the keys to growing any business). In truth there is a wealth of information at our finger tips, but rarely is this insight unlocked. 

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