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Why is Customer Satisfaction Research important?
Customer satisfaction research can point the way to competitive advantage improvements in a wide range of product and service dimensions. If well done*, customer satisfaction research can lead to organizational change resulting in market share increases.
Customer Satisfaction Research -- The 'So What?' Trap
In market research language, we talk about 'descriptive' and 'actionable' research. Let's talk about descriptive first.
Descriptive Market Research... 'What is...?"
Just as it says, this style of research focuses more on describing 'what is' in the marketplace. What is... the brand image? What is... the product position? What is... advertising awareness? What is ... the customer thinking...? What is... customer satisfaction score?
While descriptive market research can be useful -- especially if you don't know 'what is...', it is best used as a periodic benchmark, or in the case of new markets, to acquaint decision-makers with an unfamiliar landscape.
>From 'What is...?" to 'So what...?'
Actionable Market Research
Customer satisfaction research can fall in the trap of becoming 'descriptive' rather than 'actionable' market research. |
