How marketing research will become relevant again (Interview with CTF)

Read my latest thoughts, discussing how academic research will become relevant to practice again by using Customer Experience (CX) here.

Introducing Strategic Social Intelligence (SSI)-how social media makes dollars and sense for your business

Read and download my latest paper, published at the International Journal of Market Research http://goo.gl/N6br7Z, highlighting the importance of Strategic Social Intelligence (SSI) for your business. 

• Investigate the impact on company strategy of social media, including market research methods
• Identify three typologies of strategy development
• Introduces the concept of Strategic Social Intelligence and the implications for market research

Review: Prof. Phil Klaus (Prof. Dr. Phil Klaus & Associates Consulting) argues that most of the research to date on the theme of social media explores the issues from a consumer perspective. He addresses this gap through research conducted within the retail banking sector, exploring where social media fits into channel strategy and the implications for market research methodologies. He identifies three typologies of online strategy: Initiators, Reformers and Consolidators. Each typology is described and discussed in detail, including the implications for SM strategy. He also describes the market research strategies in retail banking, and introduces the concept of Strategic Social Intelligence (SSI) that Klaus believes will become an increasingly important source of knowledge about consumer behaviour, requiring new aims and skills to be implemented in the research programme. The big challenge will be imbedding social media information into strategy, rather than technology issues. Finally, the author recommends research into how companies have evolved into a particular type.

Download and read the article by clicking here

Interview with Relationwise Part II - why NPS doesn't work, or does it?

Hicham from Relationwise interviewed Dr Phil. Not only they do discuss some of the most significant challenges businesses are facing in customer experience, but they also look at some practical solutions that can have a very powerful impact.

Some highlights:

* Social Media - a serious tool or just a toy?

* Exploring the most profitable customer experience practices.

* Why NPS doesn't (and still does) work.

Read the entire interview here.

Peace of Mind as a Key Dimension for Measuring Customer Experience

VisionEdge Marketing published an interesting perspective on my research, highlighting that "(our) research offers a different view into how to define and measure customer experience. If you plan to create a measure of customer experience, consider how your organization is set up to deliver on these attributes and how you would measure each of these dimensions."

The entire article. worth the read, can be accessed HERE.

Interview with Relationwise International - CX insights and practical solutions

Hicham from Relationwise interviewed Dr Phil. Not only they do discuss some of the most significant challenges businesses are facing in customer experience, but they also look at some practical solutions that can have a very powerful impact.

Some highlights:

Why customer satisfaction measures have low predictive and explanatory power.

The question of why consumer behave they way they do is always more important than the what they do, bu how to explore the why?

Measuring customer experience - why is it more complex, but delivers richer consumer insight?  

Read the entire interview here.

Harper Reed's insights from the DMA Technology Summit. Watch it, it's worth it.

Prof. Phil Klaus - Linking Customer Experience to Profitability - There's more than hope, there is evidence! DMA's Technology Summit

Read my latest article in the Customer Experience Magazine - The Customer Experience Continuum

The Customer Experience Continuum

In this article I discuss the crucial three stages of customer experience interactions, and how they relate to your customers purchasing, loyalty, share-of-wallet and recommendation behavior. 

The main managerial implications of these findings are:

Firms should manage their customer experience on these three pillars of customer experience due to their significant influence on their customers’ behavior and behavioral intentions. The corresponding customer management strategy will communicate the importance that the experiences have by focusing on all three dimensions of the customer experience and its temporal implications. Firms need, therefore, to manage the customer experience prior to, during, and after the purchase and/or consumption of their offerings. All business areas that contribute to these experiences need to be involved. This strategy can only be practical, operational, and reliable, if the results are owned and accepted by all business functions to raise awareness that they are all responsible for delivering the experiences desired by their customers. Because of its importance as a key determinant of customer satisfaction, loyalty, and word-of-mouth behavior, managers should consider the “Customer Experience Continuum” model as an important strategic objective. This supports the view that an understanding of the customer experiences is vital for a firm’s strategic marketing objectives and effective interactions with different customers (Klaus & Maklan 2007). The construct developed by our study provides a way for managers to ensure positive behavior from their customers. In one follow-up article we will demonstrate the positive impact these strategic changes have on performance, i.e. profitability.

Please share your insights with us and our work with your network.

Reference:

Klaus,Ph. and Maklan, S. (2007) “The Role of Brands in a Service Dominated World,”Journal of Brand Management, Vol. 15, No. 2, 115-22. 

Professor Klaus, Cranfield University's interview | The Direct Marketing Association (UK) Ltd

Professor Klaus, Cranfield University's interview | The Direct Marketing Association (UK) Ltd

One-to-one to millions: The DMA's Technology Summit 2013 | The Direct Marketing Association (UK) Ltd

Prof. Dr. Phil Klaus Please join me for the DMA Technology Summit. I will present our latest research delivering evidence about not only how customer experience (CX) management practices relate to profitability, but which CX practices are the most profitable ones. Great line-up of speakers and insight.

One-to-one to millions: The DMA's Technology Summit 2013 | The Direct Marketing Association (UK) Ltd