Better Customer Insight-in Real Time  

Oleh:

Wilson, Hugh N. ; Macdonald, Emma K. ; Konus, Umut

Jenis: Article from Bulletin/Magazine - ilmiah internasional
Dalam koleksi: Harvard Business Review bisa di lihat di link (http://web.b.ebscohost.com/ehost/command/detail?sid=f227f0b4-7315-44a4-a7f7-a7cd8cbad80b%40sessionmgr114&vid=12&hid=105&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=bth&jid=HBR) vol. 90 no. 9 (Sep. 2012), page 102-108.
Topik: Marketing; Customers' Attitudes and Behavior; Surveys; Qualitative Insights

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Perpustakaan Pusat (Semanggi) Nomor Panggil: HH10.45 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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Few marketing challenges are tougher than identifying and influencing what drives customers’ attitudes and behavior. Traditionally, executives have relied on a combination of quantitative data from surveys (such as those that track customer satisfaction and brand image) and qualitative insights from focus groups and interviews. Unfortunately, both kinds of research suffer from a fundamental flaw: They rely on customers’ memories, which decay rapidly. Consumers frequently recall a company’s communications inaccurately; it’s not uncommon for people to claim they’ve seen a company’s TV ad at a time when the firm was not advertising. And even genuine memories are often biased by context: If a customer has made a major purchase, she’s more likely to remember her experience of the transaction positively in order to feel good about the purchase. Internet-based research tools suffer less from these problems because they can capture customer experiences almost immediately, before memory fades or becomes biased, but they can be used only with online interactions, which account for just 15% of customers’ encounters with companies and their brands.

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