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Two major threats to superior customer experience
Inadequacy of connection between customer experience investment and financial benefits. It is very hard to provide direct, causal, linear connections between investment into customer experience...
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3 Critical Shortfalls of Surveying Customers
I am not a big fan of using survey methodology for research into customer experience. I think it is a great tool for hypothesis validation, which is a part of customer experience research, but it is a...
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Why Your Investment in Analytics is Likely to be a Complete Waste of Money
Presumably, analysis of data holds the promise of increase in growth and profitability of any business. This presumption leads to wide adoption of any technology that has “big data” or “analytics” in...
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Customer Satisfaction Is Not Enough to Forge Loyalty
Most companies, large and small, monitor satisfaction scores given by their customers. Regardless of the methodology or scale they employ, the utility of these measurements is somewhat questionable....
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Customer Experience – From Data to Action
Too many analytical efforts focus on a single stream/source of data and that makes them unproductive. The purpose of analysis is the development of actionable intelligence: to lower the uncertainty of...
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Cheap Gas, Electric Cars and Customer Experience
Even if you sell a commodity, customer experience often outweighs price considerations. Just because the term Customer Experience Management (CEM) is relatively new to corporate vocabulary, the power...
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Which is a better investment – Customer Experience or Brand Management?
The advancement of social media during the last ten years gave rise to the power of social customers. That power precipitated fundamental shifts to the marketing paradigm which was developed over 3...
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Voice of Customers Challenge to Product Managers
For years I have been puzzled by the fierce resistance of product managers to integrate customers feedback into the products’ design and marketing process. Surely, many use elaborate survey and market...
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Customer Reviews – Trust, but Verify
During the last two decades customer reviews and ratings became an ubiquitous part of e-commerce. Over 88% of consumers gratefully use them to select goods and services, whether they purchase them...
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Airbandb vs Hotels – Which Provides Better Guest Experience
I recently returned from visiting Italy and for the first time used airbandb.com to find and book accommodations for a considerable number of nights. Now, whenever I share my experiences of this...
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