Keys to Customer Experience Research Success: Start with Objectives

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

DefineObjectives

First

How to make research

actionable?

First, generate a list of everything you want to know as a result of the

research.

Defining Objectives is

Simple

• 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:

Map each of your questions to a

specific research objective

Next

Consider the following examples:

How satisfied are our customers?

Objective: Determine the level of customer satisfaction and provide a reference point for other satisfaction-based analysis.

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.

What are the causes of customer

dissatisfaction? Objective: Identify moments of truth where the danger of customer attrition is highest.

How can we measure customer satisfaction

over time?

Objectives: Track changes in customer satisfaction over time.

Determine if changes in satisfaction are significant.

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?

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.

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.

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.

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.

You now have a road map to inform all

subsequent decisions

Once a clear set of objectives is

defined….

Sample FrameDecisions Like

Data Collection Decisions Like

Survey InstrumentDecisions Like

Analysis Plan Decisions Like

Start With The Objectives

Just Remember

Keys to Customer Experience Research Success: Start with Objectives

Business

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