New Report: Voice Of The Customer Programs Grow Up

We just published a new Temkin Group report, Voice Of The Customer Programs Grow Up. The report identifies 20 leading practices for a closed-loop voice of the customer (VOC) program and discuses how the next generation of VoC programs will require technology investments and force market research organizations to change. Here’s the executive summary: Voice of the customer (VoC) programs are critical components of customer experience initiatives. And they should be; they work. Most companies report solid business results from these efforts. Temkin Group’s research shows, however, that most VoC programs are in the very early stages of maturity. To reach the next Read More …

Market Research Needs Less Statistical Analysis

I’ve noticed a very important shift in market research. Leading-edge firms are relying less on traditional statistical analysis and more on what I’m calling “Contextual insight” which I’ve defined as Observations drawn from data that resonates with an understanding of the business To understand the difference between these paradigms, let’s look at an example: A company with a quality problem. Here are two scenarios: Scenario #1: Statistical analysis. The market research organization analyzes warrantee data but it takes several months to collect the information. Unfortunately, the problems aren’t coded very effectively so it takes even longer for there to be enough feedback to isolate a specific problem. Six months after the problem started occurring, the market research organization identified Read More …