Recently, I had the honor of being interviewed by Seth Grimes, season strategiest with Alta Plana Corp and the founding chair of the Sentiment Analysis Symposium at which I will be presenting June 27-28, 2017.
All of us have seen the world of customer experience change. CX has become more important as evidenced by our own expectations as a consumer (thanks to brands like Apple and Amazon) and how the power of social media/the internet, etc. makes the importance of getting it right even more important. Consumers have access to more information and can make more informed decisions. Social media gives them a voice/power over brands they never had before, one customer’s feedback on a negative experience being able to influence millions.
At the highest level, I’ve seen the need for and reliance on customer experience measurement and management increase significantly in the 25+ years I’ve been in research – and at an especially aggressive pace in the recent several years. You don’t have to look far to find a CEO who will say that understanding his/her CX dynamics is one of his/her highest priorities! And the fact that many organizations are formally assigning a C-Level position to CX is even more testament to this fact. Moreover, the nature of the need and reliance has changed – no longer is it “as simple” as designing good surveys. Rather, organizations investing in CX are looking for partners who can provide research expertise, advisory services, and technology support.
I discuss this in great detail with Seth. Read the full Greenbook Blog article now.
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