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Posted by Brad Bortner on September 8, 2009
I'm really interested in getting readers perspectives on why customer satisfaction research is so hot?
One thing that has constantly amazed me since I became an Analyst at Forrester Research, is the overwhelming interest in all things concerning customer satisfaction research. Easily a third of my inquiries are about how to design such studies, how to improve what they have, what are the issues with multinational studies, and how to deal with new concepts such as NetPromoter.
Even in this dire market, it seems that customer satisfaction studies are one of growth area in market research (according to Inside Research).
This has led me to write quite a bit about customer satisfaction ("The Next Wave In Customer Satisfaction is CRM Integration, http://www.forrester.com/go?docid=47246, "Enhance Customer Satisfaction's Impact" http://www.forrester.com/go?docid=44166, and "Why Customer Satisfaction Studies Fail," http://www.forrester.com/go?docid=45043). But for those who are short on time, I'll net out a few key pointers:
There is lots more. In fact, there is so much that I'm running a workshop on Customer Satisfaction at the end of this month! Its called "Driving Business Success with Customer Satisfaction," http://www.forrester.com/go?eventid=2183
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