Tag Archives: Customer Research

The Commoditization of Satisfaction – Part 2

Posted on 12. Aug, 2012 by .

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In my last entry I observed how the ubiquity of satisfaction monitoring programs appears to be undermining the authenticity of this very important customer-listening tool.  I identified many of the foibles of current methodology.  It seems only fair to revisit the topic, this time with eight constructive suggestions. 1. Create an Action Plan: No customer [...]

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The Commoditization of Satisfaction – Part 1

Posted on 17. Jun, 2012 by .

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I’m pleased that I and my consulting firm, Marketing Metrics participated in the very early development of customer satisfaction measurement.  I’m also pleased that my three books on the topic (Aftermarketing -1992 & 1995, Improving Your Measurement of Customer Satisfaction – 2001, and Customer Satisfaction Measurement Simplified – 2002) stayed relevant and in print for [...]

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Your Online Customer Community Could be Damaging Customer Loyalty!

Posted on 22. Apr, 2011 by .

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What an absurd thought you might be thinking.  Any online community is better than none! Over the past few years, the enormously popular social media have caught the attention of marketers – offering a new medium with which to listen to and interact with their customers.  With this ready access to customer feedback, companies appear [...]

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Using Industry Norms to Interpret Satisfaction Survey Results

Posted on 06. Jun, 2010 by .

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  Why is the satisfaction measurement community and our Clients always looking to benchmarks as a means of  interpreting customer feedback?  It’s so often the case that upon receiving customer satisfaction scores, a corporate executive will ask, “Well, how do these scores compare with the scores our competitors are receiving?”  This question seems to preempt [...]

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The Truth about Truth in Survey Research

Posted on 14. Jun, 2009 by .

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We Can’t Trust Survey Respondents?  You’re Kidding Me! A journal that I (used to) respect, the Journal of Consumer Research is printing an article in its August issue, that ‘reveals’ a truth that most of us who can remember black and white television were taught in marketing research 101.  This astounding fact, (hold on to [...]

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