Thinking

NPS is Just Part of a Much Larger Toolkit

The Net Promotor Score (NPS) is a loyalty metric that measures how willing customers are to recommend a company’s offerings to others. As an alternative to traditional customer satisfaction research, it’s widely believed to reflect revenue performance. Virtually every Fortune 500 company uses the Net Promoter Score (NPS) to measure customer loyalty — if you […]

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Collecting Consumer Data: Is More Really Better?

It wasn’t too long ago that industry leaders would have scoffed at the idea of collecting too much customer data. In a rush toward realizing the value of big data and analytics, customer information was the key to higher revenue and increased market share, and more was better. Too much customer data? There was simply […]

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Start Small To Create a Company-wide View of the Customer

I’m sure you’ve heard the ancient parable about the blind men and the elephant. It’s the story of a group of blind men who encounter an elephant for the first time. They all touch a different part of the animal, then draw different conclusions as to what they’ve experienced. In some versions of the story, […]

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Three Ways to Optimize In-house Customer Research Teams

Customer research provides critical intelligence that companies simply cannot do without, and in-house research teams bring unique skills and domain expertise to the table. That said, in-house teams face a number of obstacles that challenge their ability to deliver consolidated, customer-centric insights to their business stakeholders.   The Advantages of In-house Customer Research Teams In-house […]

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How Educated Customers Raise the Bar on Retail Experience

Customers love the ability to shop anywhere — online, in the store, or over the phone. What they hate is the fact that often they feel they don’t have all the information they need to make an informed decision. Or worse, they feel they’ve been misled. Retailers should consider that their customers usually aren’t wrong. […]

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Beware Cross-Culture Comparisons In International Research

The other day one of my clients forwarded to me a research report citing that 68% of Chinese shoppers were “happy or overjoyed” with their shopping experiences, versus only 48% of American shoppers. While this is an interesting factoid, the data point suggests a more important topic: how to manage the complexities and risks of […]

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The Problem With Not Fixing Customer Problems

Nobody likes to hear bad news, but successful companies recognize that negative feedback is a vital mechanism for improving their products and customer service. So when they hear that there’s bad news that customers aren’t telling them, many companies assume it is product or service-related. They should be asking another question, though. Why aren’t customers […]

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Tomorrow is Fine. Free is Fine. What Else Can You Do?

Customer Insight: How Logistics Raises the Bar on Customer Expectations Ask any customer shopping online when they want their order delivered, and it’s a good bet they’ll answer ‘tomorrow’. Thanks to masters of logistics like Amazon and Zappos, customers have come to expect 2-day or even 1-day shipping, sometimes at no cost. They want things […]

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