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Keys to Customer Experience Research Success: Start with Objectives

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How to define research objectives to design and customer experience survey.

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Keys to Customer Experience Research Success: Start with Objectives

  1. 1. 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 elarse@kinesis-cem.com. http://www.kinesis-cem.com http://www.kinesis-cem.com/customer_surveys.shtml kinesis-cem.com 206.285.2900 info@kinesis-cem.com The Key to Customer Experience Research Success: Start with the Objectives
  2. 2. Define Objectives First How to make research actionable?
  3. 3. First, generate a list of everything you want to know as a result of the research. Defining Objectives is Simple
  4. 4. • 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:
  5. 5. Map each of your questions to a specific research objective Next Consider the following examples:
  6. 6. How satisfied are our customers? Objective: Determine the level of customer satisfaction and provide a reference point for other satisfaction- based analysis.
  7. 7. 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.
  8. 8. What are the causes of customer dissatisfaction? Objective: Identify moments of truth where the danger of customer attrition is highest.
  9. 9. How can we measure customer satisfaction over time? Objectives: Track changes in customer satisfaction over time. Determine if changes in satisfaction are significant.
  10. 10. 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?
  11. 11. 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.
  12. 12. 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.
  13. 13. 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.
  14. 14. 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.
  15. 15. You now have a road map to inform all subsequent decisions Once a clear set of objectives is defined….
  16. 16. Sample FrameDecisions Like
  17. 17. Data Collection Decisions Like
  18. 18. Survey InstrumentDecisions Like
  19. 19. Analysis Plan Decisions Like
  20. 20. Start With The Objectives Just Remember

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