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Why Is Customer Satisfaction Research So Hot?

Posted by Brad Bortner on September 8, 2009

Brad Bortner

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:

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Will Private Online Communities Transform Qualitative Research?

Posted by Brad Bortner on September 8, 2009

Brad Bortner

My question to my readers is this: are MROCs the next big thing in market research, and will they eventually take measurable share form traditional qualitative research?

It is an old story.

A new mode of research comes along, and the existing research world gives it a giant raspberry.

It happened when phone pushed out face-to-face interviews for quant in the US in the 70's (What about selection bias! It can't possibly be as projectable!). It happened in the late 90's and early 2000's with online panels (What about selection bias?! What about professional survey takers?! What about response bias and poorly constructed panels?!).

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Customer Intelligence Professionals Hold The Keys To Customer Management Success

Posted by William Band on July 23, 2009

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William Band

William Band [Posted by William Band]

Hello, my name is Bill Band and I am Principal Analyst here at Forrester serving Business Process & Applications Professionals. The focus of my research is on the underlying technologies that support customer-facing business processes (a.k.a. "CRM"). To make the savvy investment decisions, customer intelligence professionals, need to know which solutions have the strongest track record for delivering results. I just surveyed 286 companies to understand which customer management processes and supporting technologies are most critical to success.

Here’s a sneak peek of my findings:

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Boy, does Customer Intelligence resonate!

Posted by Dave Frankland on July 16, 2009

Dave Frankland

Dave Frankland [Posted by Dave Frankland]

One of my favorite elements of being an analyst is the time we spend helping marketers that are grappling with a key challenge within their firm. Since we launched the Customer Intelligence role last week, I’ve been spending a few minutes in most client inquiries and interactions explaining the shift in our research focus. The response, quite frankly, has been phenomenal.

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