measurement and more traditional research methodologies, and how the methodologies can be integrated to provide a more robust insight of how customers interact with an organisation. The paper holistically looks at the measurement and management of Customer Experience, essentially dividing customer experience measurement into three main areas as illustrated below:
- On the top most level you need a national and international benchmark measure that allows you to compare yourself against others in the industry and/or sector.
- On the second level you need a proprietary in-depth measurement that provides strategic insights and action plans.
- Thirdly you can also have an operational or tactical measurement that allows you to keep track of, and identify changes that happen on an operational level.
“The point is that metrics used in the organisation should be aligned to specific research and organisational objectives, and any real-time measurement should be aligned with a higher order strategic measurement” explains Noeth.
He further reminded listeners that there are numerous new channels that allow customers to share their views and experiences with companies: “Customers expect that their interaction with companies, products, and brands will have an influence on how the company treats them. Customers want companies to show that they understand their needs and opinions, and giving consumers what they want will become the expectation rather than the exception”. Click here
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CONSULTA RESEARCH AND CLARABRIDGE PARTNER TO BRING WORLD-CLASS CUSTOMER FEEDBACK ANALYSIS TO SOUTH AFRICA
Consulta Research, the leading customer experience measurement provider in South Africa, announced a partnership with Clarabridge, the global leader in text and sentiment analytics driving Customer Experience Management (CEM). Together, Consulta Research and Clarabridge offer an integrated solution to provide businesses with customer insight from structured and unstructured data in call centers, social media activity, and customer feedback systems.
Online customer reviews and social media feedback, categorized as unstructured data, traditionally come from disparate sources and are difficult to comprehensively aggregate and analyze. Consulta’s sentiment analysis solution, powered by Clarabridge, arms business with an intuitive, enterprise-grade solution that automatically monitors and analyzes unstructured content. Delivered in real time, critical voice of the customer data bolsters service recovery, and training and operational improvements. Go to http://www.centim.co.za
to discover how Consulta Research can assist you in understanding your client.
Consulta Research was founded in July 1998 by Prof Adré Schreuder, a doyen of the South African market research field, who has more than 20 years of academic and research experience and is a full professor of marketing. The company was the first fully-fledged research supplier to be launched through the University of Pretoria’s business venturing enterprise.
Consulta is one of the best Research companies in South Africa.