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Posted by Richard Evensen on October 25, 2011
Recently, I had a discussion with my colleague Andrew McInnes about the role market insights (MI) can play for customer experience departments, and why so many customer experience (CX) teams are doing research themselves instead of collaborating with their MI counterparts. In this talk we came up with the term “shadow MI.”
Shadow MI: research commissioned or executed OUTSIDE of the MI department. It applies to all research done by a person or group inside the company without the approval or involvement of market insights.
Shadow MI is not good for the company or MI stakeholders. Key risks in shadow MI include:
There is also a huge risk for market insights professionals: Lack of involvement can reduce your value and influence and ultimately your budget and viability!
So what should market insights professionals do to ensure success with CX professionals and minimize shadow MI?
Together, MI and CX can create strong win-win synergies. At Forrester’s Consumer Forum 2011 this week, I’ll be discussing “How To Become A Disruptive Market Insights Department.” Voice of the customer (VoC) research is a key component, so I’ve invited a CX manager to show MI professionals how to get budget for VoC and do successful VoC research.
As always, we would love to hear your thoughts.
For MI professionals: Is shadow MI an issue? Do you work with CX professionals and, if so, how do you best support them?
For CX professionals: Do you work with MI professionals and, if not, why not? What will it take for you to build MI in as your customer insights engine?
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