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Tag Archives: customer experience

Why Your CEO Loves NPS: It Is Never Audited, and It Never Declines

Why Your CEO Loves NPS: It Is Never Audited, and It Never Declines

Future Trends, Presenting Research, Topics in MarketingBy Joe HopperApril 22, 2020

Market research has made it all the way to the top! It has a seat at the c-suite table just as marketing and research champions have hoped for all these years. According to a recent analysis by The Wall Street Journal, a large number of CEOs now track their company’s Net Promoter Score (NPS) obsessively,…

8 Morphing Methods as Market Research Shifts to UX Research

8 Morphing Methods as Market Research Shifts to UX Research

Methods & ToolsBy Joe HopperDecember 4, 2019

Market research isn’t dead. It just keeps moving around and re-inventing itself as organizational needs for primary research change. Some of it has moved to operations groups, and now focuses exclusively on Customer Experience (CX). Some of it has moved to User Experience (UX) groups, as we have noted in a few recent articles (6…

Fix Your Jargon-Filled Survey with Ordinary Words Real People Use

Fix Your Jargon-Filled Survey with Ordinary Words Real People Use

Survey Design, Survey TipsBy Joe HopperNovember 13, 2019

An important role for good survey researchers is to translate ridiculous sounding jargon their clients give them into ordinary words that real people use. The jargon is typically business or marketing related, because most surveys are done for business or marketing clients. But I just ran across some “marketing science” jargon (created by market researchers)…

6 How-To Books for UX Research

6 How-To Books for UX Research

Resources and Recommendations, Survey Design, Topics in MarketingBy Joe HopperOctober 23, 2019

I pulled this list of six books on user research from a much larger list of recent books and articles compiled by a colleague in the research industry. These books offer valuable ideas for all types of market research because UX research has moved far away from just website usability. It now encompasses a broad…

Don’t Color-Code Your NPS Net Promoter Scale

Don’t Color-Code Your NPS Net Promoter Scale

Data Collection, Methods & Tools, Survey Design, Survey TipsBy Joe HopperApril 24, 2019

The online customer satisfaction survey I received today had me noticing an unfortunate side-effect of the NPS (Net Promoter Score) schema and visual imagery. For those of you unfamiliar with NPS as a way to measure and track customer satisfaction, here is how it goes. In your survey ask: “How likely are to recommend Acme…

The Dubious ROI of Customer Satisfaction Surveys

Data Analysis & Analytics, Topics in MarketingBy Joe HopperFebruary 21, 2018

A good friend and client likes to joke during every project: “Remember Joe, correlation does not imply causation.” Well, I thought she was joking. Surely everybody with a job in marketing research knows this? Apparently not. Even professors at fancy business schools seem to forget it, as evidenced by this snippet of an article a…

My Dog Died and I Got a Survey

Data Collection, Survey Tips, Topics in MarketingBy Joe HopperDecember 13, 2017

This is still raw, so I’m working hard to be constructive and not mean. But seriously, how much more self-centered can a veterinarian company be, than to send me a survey the morning after my dog dies to ask, “How did we do?” Yes, this really happened. On Friday, Lancelot (pictured above, on the day…

Build a Better Customer Satisfaction Survey

Build a Better Customer Satisfaction Survey

Survey Design, Survey Tips, Topics in MarketingBy Joe HopperApril 26, 2017

We have never deployed a customer satisfaction survey for our own customers. Why? Because most CX surveys are not designed to help customers. But we’ve just taken inspiration from a unique survey from Skype for Business, in order to Build a Better Customer Satisfaction Survey. It’s our feature article in this quarter’s newsletter. It highlights…

The “Disney Experience” of Market Research

The “Disney Experience” of Market Research

Best of Blog, Data CollectionBy Joe HopperJune 15, 2016

One thing that impressed me about my recent trip to Disney World (for Versta Research’s presentation on infographics at LIMRA’s annual market research conference) was this: It felt nice not to be badgered at every “touch point” for survey feedback about how they were doing. Indeed, Disney World is known for taking customer experience to…

9 Is Not Fine with NPS Scores

9 Is Not Fine with NPS Scores

Data Collection, Methods & Tools, Topics in MarketingBy Joe HopperFebruary 4, 2016

Maybe you got one of these printed notes from a cashier at Walmart, like I did: $1000 You can win a $1000 Gift Card and we can improve your shopping experience! Please follow the instructions on your receipt. “9” is NOT fine… We’re focused on an excellent experience. Please give us a “10” when we’ve…

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