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Executive Feedback
How to secure the involvement of high level executives in a feedback process
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About this site: Executive Feedback - opportunities and challenges

About this site: Executive Feedback -  opportunities and challenges | Executive Feedback | Scoop.it

How to motivate business executives, the top decsion makers, to provide relevant feedback to their suppliers? They are not the ones who like to respond to a questionnaire. This topic is leading to other interesting questions, e.g. the evolution of interviewing techniques as such, the impact of social medias, co-creation, ideation processes. The media evolution provides new opportunities and challenges. Let's explore the present and traces of the future along the way.


Curated by Véronique Kaploun

Follow us on twitter: @metrinomicsExFe

Sponsored by Metrinomics: www.metrinomics.com

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What Your CFO Needs To Know About Market Insights

What Your CFO Needs To Know About Market Insights | Executive Feedback | Scoop.it
Savvy market insights professionals understand that the CFO is the ultimate budget decision-maker and, as such, merits outreach by the head of market insights to show the value-add market insights provides. But does your CFO get market insights? Or does he or she see your department as a discretionary cost center? Reach out and share with him or her how market insights contributes to the business:Market insights influences top-line growth.By identifying client needs, competitive gaps, cross-sell correlations, and new market opportunities (among other deliverables), market insights helps the company identify and optimise revenue growth potential.Market insights influences bottom-line growth. By identifying lower-cost (and acceptable) ways to meet customer needs (e.g., replacing phone support with IM chat support) and by identifying better competitive delivery methods (among other deliverables), market insights helps the company reduce the cost of key functions, which improves the company’s bottom line.Market insights influences brand value and market cap growth.By fueling high customer satisfaction, loyalty, and willingness to recommend as well as identifying messages that help the company own high-value brand attributes (among other deliverables), market insights helps the company build its brand perception, which can fuel improvements in brand equity and market capitalisation.
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Why Content Marketers Need to Take Notice of Online Communities

Why Content Marketers Need to Take Notice of Online Communities | Executive Feedback | Scoop.it
A social network that wants to be everything to everyone presents information in a way that positions it as the single leader in a broad market. It attempts to become a venue where all of your networks converge, where all communication takes place.
LinkedIn, for instance, facilitates professional relationships — but those introductions are limited in scope. LinkedIn’s primary focus is connecting your personal and professional network in hopes of expanding that network through private introductions.
But that isn’t the most effective way to build your brand.


Online communities, on the other hand, represent a common ground that can spark targeted, valuable conversations. By combining editorial content, user-generated content and networking, online communities provide many benefits to brands:


They provide a venue to highlight thought leaders, which can help you extend your brand.

They provide a way to cut customer support costs if members are sharing ideas.

They enable you to collect audience insights and perform market research.

They give you an opportunity to make money with ad revenue or by providing special access to members."

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7 Critical Steps to Getting Effective B2B Survey Results

7 Critical Steps to Getting Effective B2B Survey Results | Executive Feedback | Scoop.it

"When you have special data needs, often you are left with the only viable solution to get the exact information you need: a custom survey. Keep in mind the following factors that can help you increase success with your project.


1. Focus – Brevity and clarity counts. Zero in on what your really need as opposed to what might be nice to know. Tackling price, take rate, messaging and usage in one survey can be too much in one study especially if you have a complicated product.

2. Objectivity- If you’re planning on publishing results, hiring a professional consultant or firm to deploy the survey on your behalf can eliminate the appearance of a thinly disguised sales pitch. Too often great ideas are discounted because the messenger doesn’t seem credible. Appearance is reality.

3. Sampling- Clearly define the role of the person you are interviewing in relation to the product being measured. Determine if it is best to speak with the Budget Keeper, the End User, the Integrator or the Business Leader.

4. Design– Survey design is often overlooked now that online tools have made it easy to program simple questionnaires. While there are plenty of guidelines on designing good questions, it all boils down to one thing: clarity. Use one attribute per question. The scales you choose (ex. 1 to 5) should be labeled as to what each point means (agree strongly…disagree strongly). Finally, make sure the data will be collected in a usable format.

5. Methodology– Don’t use a saw when a nail file will do. If you are looking for initial opinions, a small group of current customers might agree to a focus group or individual interviews. If you have the luxury of time on your side, you might wish to examine your ideas on this small scale first. The answers you get can help you hone your questions to just the essentials. If you serve a variety of industries and users, you may opt for an internet survey. More advanced survey tools allow branching and skipping – techniques which take respondents down different paths depending upon answers to screening questions.
6. Incentives – No one likes to do anything for free. While many companies offer entry into a sweepstakes , we have learned that a token gift - such as a pen or a gift certificate - to everyone who completes the survey is one way to increase your response rates. Higher ranked management and longer surveys require substantial incentives to get adequate response rates. Budget for it. It can make the difference between a failure and success.
7. Confidentiality– All respondents should be assured that their individual responses will only be used in aggregate with other respondents’ data. As a company policy, you should truncate and store personally identifiable data separately before sharing results with other departments."

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Five Factors in the Recruiting Process Adds to the Quality Scheme for

Five Factors in the Recruiting Process Adds to the Quality Scheme for | Executive Feedback | Scoop.it

"18 Factors Impacting the Quality of Qualitative Research


The Recruiting Process

Potential variability associated with the:

Group composition (e.g., level of demographic and product-use diversity)Sample frame & samplingDesign of screener questions & interview questionnaire overallRecruitment interviewer (e.g., professionalism as well as gender, ethnicity, personality aspects)Recruiting-process standards (e.g., call-back and confirmation protocols)


The Environment

Potential variability associated with the:

Particular venue/setting (incl., face-to-face and online)Presence of observers/interviewers as well as other participants (e.g., groups vs. IDIs)Audio & video recording


The Dynamics

Potential variability associated with:

Professional participants (“cheaters”)Participants’ cultural/social/economic/gender/age diversityCognitive processes/constructsGeographic/regional differencesDominators, group vs. individual think


The Interviewer/Moderator

Potential variability associated with the:

Personal/personality aspects of the interviewer/moderator“Best” techniques utilized for specific topics, type of participants, venueQuestion formattingQuestion sequencingUse of projective techniques (e.g., what to use when, impact on the discussion overall, analytical schemes)"

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To Probe or Not to Probe, That is the Question

To Probe or Not to Probe, That is the Question | Executive Feedback | Scoop.it

"Probing does have one clear benefit — it shows people you are listening. And listening is hugely important. Participants see what you say, and see whether you are listening and understanding them or not.

If I don’t have a definite need to follow-up for additional detail, I sometimes restate what I am hearing, just as I might do in a F2F discussion. This approach generally results in feedback from the participants that they really felt “heard”, which is so important. Who wants to talk to an empty room?

The virtual head nod is even shorter — just an indicator that I’m there, reading and listening.

The challenge

Clients distracted by other work may log in and read something intriguing that happened earlier in the week. Then they want me to post a follow-up.

To keep everyone happy, I tend to bring this kind of thing back in with a fresh topic later on, rather than ask people to go back.

I do make my presence regularly felt, as often as possible given the demands of eating and sleeping, but limit the number of probes.

There is another school of thought that you can run these projects with no probes at all — I think that would produce sigce significantly reduced output."

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Take Advantage of Your Network – casual brainstorming

Take Advantage of Your Network – casual brainstorming | Executive Feedback | Scoop.it

"Brainstorming is a familiar term that conjures up an image of a boring-looking conference room, a group of employees, an easel, and dry erase pens. You might also see a department manager or executive who is versed in different brainstorming methods leading a discussion on how to solve some business issue. Let’s call this Formal Brainstorming.

Small business owners, especially sole proprietorships, may not have the employees or the expertise to conduct a Formal Brainstorming session. However, they may need as much, or more, help generating ideas to solve some issue or to create an innovation than larger companies. Even if a small business owner has some interesting ideas, they may still need help fleshing them out into something truly innovative. That where Casual Brainstorming comes in."

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A new role for market researchers?

A new role for market researchers? | Executive Feedback | Scoop.it

"The role researchers are playing today might not be there tomorrow. But the question is, What role do researchers want to play in the future, and what skills will they need to get there?


We’ve setup a group on Linkedin, already 150-strong, to debate this topic. It’s a private group, so participants are free to share their honest opinions, and in reporting the outcome of the discussion we will adhere to the Chatham House Rule.

Kicking off the debate is Adriana Rocha, co-founder and CEO of eCGlobal Solutions, who foresees the creation of a new enterprise role, that of the chief research technology officer."

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TwitPolls: Some Relevance for Enterprise Technologists

TwitPolls: Some Relevance for Enterprise Technologists | Executive Feedback | Scoop.it

"Early adopters have been evaluating TwitPolls for the last several weeks. I’ve tested it out and see great promise for this easy to use engagement tool.

Part of the power of TwitPolls is how easy it is to use. If you can use Twitter you can use TwitPolls. Just login, ask a question and tweet it out. The possible answers to your question will be turned into hashtags (pound sign # plus the answer). When a follower replies with the hashtag answer, TwitPolls tracks the answers and reports back to you.

But some of the most interesting use cases will probably come from firms that want to get feedback on products and services. If you sell products or services to people who use social media, you will get benefit from TwitPolls.There are also many potential government use-cases. Consider the example of emergency response. This could be an incredibly fast way of pulsing a community and seeing who needs help and who is fine and who is connected and can communicate and what regions have no ability to connect. This is one of many use cases related to emergency response. And there are many others we can think of related to government service to citizens."

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Senior Executives Are Using & Sharing Online Video Says Forbes

Senior Executives Are Using & Sharing Online Video Says Forbes | Executive Feedback | Scoop.it

"Senior executives are also turning to video more frequently.Three-quarters (75%) of executives surveyed said they watch work-related videos on business-related websites at least weekly; more than half (52%) watch work-related videos on YouTube at least weekly.

Work-related video can drive senior executives to take action.Overall, 65% have visited a vendor‚ or a website after watching a video. Younger executives, however, may be more fully engaged with this type of media, and appear more likely to make a purchase, call a vendor, or respond to an ad."

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Ten Guidelines for Clean Customer Feedback Data

Ten Guidelines for Clean Customer Feedback Data | Executive Feedback | Scoop.it

"The value of your customer feedback data rests on their quality. Different sources of error decrease the quality of the data decreases.

The problem of poor quality customer feedback data is potentially extensive when you consider the different uses of the customer feedback data across your company.

Marketing, examining specific customers’ attitudes over extended periods of time (longitudinal analysis), simply compound data error problems, which could mask real differences or inadvertently show a relationship where none exists. Merging these error-ridden customer feedback data with other data sources (e.g., financial, operational, constituency) minimize the value of the entire, merged database (a major issue when dealing with “Big Data”). Data errors will limit your ability to uncover operational drivers of customer satisfaction or financial consequences of customer loyalty.Integration of poor customer feedback data into your customer relationship management (CRM) system/process will adversely impact account management activities (e.g., you think your contact in your Account is satisfied, when, in reality, she is not)."

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Launches Marketplace to Connect Businesses with On Demand Micro-Consultants

Launches Marketplace to Connect Businesses with On Demand Micro-Consultants | Executive Feedback | Scoop.it

"The flexibility and targeting of AskYourUsers.com enables businesses to conduct qualitative online research quickly and cost-effectively with ith the goal of eliminating 90% of the resources they would otherwise spend seeking the feedback and advice they need"

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Who's Responsible for Lousy Questionnaire Design?

Who's Responsible for Lousy Questionnaire Design? | Executive Feedback | Scoop.it

"Who’s reallyresponsible for poor questionnaire design?Clients – or Agencies? Maybe both?

Here’s my take:

1. Agencies need to highlight the risks of surveys that are too long more clearly. In my experience, this doesn’t happen enough. Critiquing a brief diplomatically is an important supplier-side skill – if the objectives are overly onerous within a defined framework, then Agencies need to get this across, pushing to establish priorities.

2. Clients need to be aware that there is a danger respondents will give lip-service particularly in terms of online quant. survey engagement.

3. Measuring disengagement rates is a useful way of highlighting survey problems – but it’s not probably not enough to judge overall whether a questionnaire is good or bad. Whether you’re client-side or Agency side: be honest with yourself – when you click-through the pre-live version, see how long your interest level remains high, and how often and when you struggle to give a meaningful answer.

4. Keeping questions very focussed, easy to understand and answer is extremely useful. How often have you written a question where the honest answer would be: “Don’t know”?

5. Relying on grids is dangerous – as has been stated often elsewhere.

6. Agencies that overpromise at a pitch phase in terms of what’s realistic in interview length may win short-term, but a savvy Client will value honest feedback, and that includes being able to disagree.

7. Surveys should be as engaging/ fun as we can make them without introducing additional unquantifiable bias – meaning it’s probably worth seeing what degree of Gamification can be included – even it’s just by looking at including emoticons, using Flash….. and seeing what the extra cost is over html."

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How do you get a more effective utilization out of your technology investments?

How do you get a more effective utilization out of your technology investments? | Executive Feedback | Scoop.it

"Buyer cycle knowledge – a surprising number of organizations way underestimate the need to build out content around their buying cycle. First, organizations miss on understanding the ‘moments of truth’ of how their buyers actually buy and when buyers leverage digital technology to buy. How they can get a better understanding here is through surveys, customer forums, and unpacking previously won deals to piece together successful elements. The second area they miss out on is targeting the right content at the right time in the cycle. As an example, Rackspace does an exceptional job of targeting end of funnel conversion by leveraging LinkedIn recommendations by clients such that other potential clients can see what their friends purchased."

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Leading Internet companies are selling their “audience” as a qualified market research panel

Leading Internet companies are selling their “audience” as a qualified market research panel | Executive Feedback | Scoop.it

"These days, I am highly skeptical of advertising as a valid monetization mechanism as I think it is a macroeconomic nihilism. There are always better ways to monetize audiences, as long as one is delivering value in return for engagement.


Leading companies in terms of engaged audiences, such as Google, LinkedIn, Yahoo!, and Facebook, are starting to test new monetization in the form of “application” stores, e-commerce, eWallets and payment mechanisms, paid digital content, and by selling their “audience” as a qualified “panel” to serve the need of the online market research industry.


Market research is a good and overlooked example of an adjacent monetization mechanism for large audiences. It is a more than $31 billion industry, according to ESOMAR, and more than 70 percent of that money is spent offline using outdated tools. Online market research makes up more than $9 billion of that and is monetized through micro-transactions in a B2B model, where the average price per completed survey is around 2x to 4x the average revenue per user per year reported by most successful social networks and Internet portals. Hence, online market research constitutes a valid monetization mechanism for those large audiences.


The same algorithms used to serve targeted and relevant advertising based demographics and observed behavior can be used to create virtual samples of survey respondents in real time. This opens up the large audiences built during the Web 2.0 boom to an adjacent form of monetization, where users continue receiving the benefits of the free-Web by paying with time responding to surveys, in addition to the time they spend looking at ads."

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Measuring The Customer Experience Requires Fewer Questions Than You Think

Measuring The Customer Experience Requires Fewer Questions Than You Think | Executive Feedback | Scoop.it

"We know that the customer experience has a large impact on customer loyalty. Customers who are satisfied with the customer experience buy more, recommend you and are easier to up/cross-sell than customers who are dissatisfied with the customer experience. Your goal for the customer relationship survey, then, is to ensure it includes customer experience questions asking about important customer touchpoints.


There are two types of customer experience questions: General and Specific. General questions ask customers to rate broad customer touchpoints. Specific customer experience questions focus on specific aspects of the broader touchpoints. The general experience questions are presented first and then are followed-up with specific experience questions. As such, I have seen customer relationship surveys that have as little as five (5) customer experience questions and other surveys that have 50+ customer experience questions.

We may be asking customers too many questions in our relationship surveys. Short relationship surveys, using general experience questions, provide great insight into understanding how to improve customer loyalty. Asking customers about specific, detailed aspects about their experience provides very little additional information about what drives customer loyalty.

Customers’ memories are fallible. Given the non-trivial time between customer relationship surveys (up to a year between surveys), customers are unable to make fine distinctions regarding their experience with you (as measured in your survey). This might be a good example of the halo effect, the idea that a global evaluation of a company/brand (e.g., great product) influences opinions about their specific attributes (e.g., reliable product, ease of use).

Customers’ ratings about general customer experience areas explain as much of the differences in customer loyalty as we are able to with customer experience questions. Short relationship surveys allow customers the optimal way to give their feedback on a regular basis. Not only do these short relationship surveys provide deep customer insight about the causes of customer loyalty, they also enjoy higher response rates and show that you are considerate of customers’ time."


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Mobile Market Research - Are We Doing it Right?

Mobile Market Research - Are We Doing it Right? | Executive Feedback | Scoop.it

"A few companies are getting closer to real mobile research, here’s what I learned from them.

As an industry we need to work through potential interface issues in creating surveys for small mobile devices. Your finger might not be as accurate as a mouse pointer or a stylus but you always have your fingers with you and mobile allows you go ‘everywhere’ with your target audience.A strong level of visual intuitiveness is needed with mobile. Your audience needs to figure it all out by looking at it, long and detail instructions aren’t your friend on a mobile device.Multi sensory confirmation is a must with mobile. To support accuracy more visual information is needed to indicate what’s happening during the survey process – sounds, lights, color change, size change.


Is mobile more convenient? Statistics presented at the conference:

13% prefer surveys via mobile with 87% preferring emailThere is a need to send double the invites to get the required sample size with mobile vs. emailEmail respondents completed surveys faster


What does this tell us?

Taking a standard survey and pushing it to a mobile device is not the answer and we’ll continue to get these same statistics until we start developing actual mobile survey tools.


What do we mean by mobile survey tools?

It’s not good enough that the survey functions on a mobile device –it has to work in the mobile environment. The person taking the survey is mobile! They’re busy, they’re moving, doing multiple things – develop a survey that fits the mobile environment not just the mobile device (short, fast, easy to answer)."

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New tools and how to use them: The SmartPen | NewQualitative.org

New tools and how to use them: The SmartPen | NewQualitative.org | Executive Feedback | Scoop.it

"Researchers are good at re-purposing things. We are in a relatively small industry – especially us quallies – and we aren’t a big target market. So we have to hijack the technology created for other things and make it work for us.

The SmartPen is one of these things. If you haven’t seen one, this is a pen that records what it hears while you take notes. You take your notes on special paper, and you can upload the notes and audio to your computer, or share them on a dedicated collaborative site.

Since I got one, it is in use almost as often as my digital recorder."

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Where Have all the Marketing Researchers Gone?

Where Have all the Marketing Researchers Gone? | Executive Feedback | Scoop.it

"The winds of change are clearly a point of focus in the industry right now. As technology integration and “new” methods become a staple in the industry, people are looking for direction and guidance.

All of this did bring me to one question, though! Where have all of the marketing researchers gone? I love that we are focusing on new trends, tech and methods, but why do the new kids get the sex appeal and shine, while “marketing research” still is perceived by others as tarnished? When I think of things like behavioral economics and neuro-marketing, I think of them as more specialized methods of marketing research, not a distant cousin. How do we do a better job of putting the “marketing” in marketing research, and make sure the image of marketing research gets its “swagger” back?"

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Brainstorming doesn't always get creative juices flowing

Brainstorming doesn't always get creative juices flowing | Executive Feedback | Scoop.it

"Brainstorming is a widely used technique for groups to develop varied and fresh perspectives on an issue, problem or project, and it is frequently used by leaders and consultants, with the assumption it increases productivity and creativity. That assumption may be false.

A study by researchers at Texas A&M University published in Applied Cognitive Psychology, shows brainstorming may not be the best strategy to generate unique and varied ideas. The researchers concluded that group brainstorming exercises can lead to fixation on one idea or possibility, leading eventually to a conformity of ideas. “Fixation to other people’s ideas can occur unconsciously and lead to you suggesting ideas that mimic your brainstorming partners. Thus, you potentially become less creative,” lead researcher Nicholas Kohn explains. The researchers used AOL Instant Messenger as their electronic discussion format when conducting the experiments, which included groups of two, three, and four subjects. This study and others have shown that taking a break (allowing for a mental incubation period) can stem the natural decline in quantity (production deficit) and the variety of ideas, and encourage problem solving."

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"Champagne sociology" - How to get a top executive talking

"Champagne sociology" - How to get a top executive talking | Executive Feedback | Scoop.it

"Sociologists are coming to terms with their reluctance to deal with high society. Their fieldwork now takes place just as frequently in executive offices as in ghettos.

It does, however, add new challenges to a research field that traditionally aimed to give the poor and powerless a voice, when the researchers suddenly start scrutinising the power elite.

Thuesen discovered that media-trained people tend to quickly dodge questions, and take control of the interview agenda....

“You risk appearing a bit helpless if you fail to maintain control of the interview,” he says.

Today people are more aware that society is made up of many different groups, and that it’s important to understand the elite because they're the ones who set the agenda. We’ve become a lot less reluctant to deal with what was once called ‘champagne sociology. Frederik Thuesen

At one point in his study, he interviewed labour market leaders about the status of refugees and immigrants on the labour market. He found that as soon as the questions became slightly controversial, the leaders started evading the questions.

“I ended up asking the same question over and over again. But it’s important to keep in mind that this method gives the interview its own kind of emotional logic,” he says.

“Some believe you should go so far as to defeat the respondent with words and almost apply a critical journalistic approach to people in power.”
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How Can I Get the Most Out of Ideation or brainstorming research sessions?

How Can I Get the Most Out of Ideation or brainstorming research sessions? | Executive Feedback | Scoop.it

"There are a number of established techniques for ideation and/or brainstorming (which are similar, but not exactly the same) that can be effectively used a part of a systematic search for targeted opportunities in the form of new features, new products, new markets, and/or new services within various categories of interest.

The fundamental premise of these techniques is to start with an issue or challenge and then generate a broad range of different possible ideas to address that challenge. Often, there are two important components to a brainstorming project: “Divergence” is the process of generating ideas followed by “Convergence,” which consists of selecting and developing the top ideas.

Although brainstorming sessions share some similar characteristics with focus groups, brainstorming research sessions are quite different from traditional focus groups ‒ within the field of new product development, brainstorming sessions are about exploring possibilities, generating new concepts and discovering new opportunities, whereas traditional focus groups are best used to validate ideas, weed out bad concepts and improve existing concepts."

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Business Over Broadway : Unmasking the Problem with Net Scores and the NPS Claims

Business Over Broadway : Unmasking the Problem with Net Scores and the NPS Claims | Executive Feedback | Scoop.it

"I wrote about net scores last week and presented evidence that showed net scores are ambiguous and unnecessary. Net scores are created by taking the difference between the percent of “positive” scores and the percent of “negative” scores. Net scores were made popular by Fred Reichheld and Satmetrix in their work on customer loyalty measurement. Their Net Promoter Score is a difference score between the percent of “promoters” (ratings of 9 or 10) and percent of “detractors” (ratings of 0 thru 6) on the question, “How likely would you be to recommend <company> to your friends/colleagues?”

This resulting Net Promoter Score is used to gauge the level of loyalty for companies or customer segments. In my post, I presented what I believe to be sound evidence that mean scores and top/bottom box scores are much better summary indices than net scores. Descriptive statistics like the mean and standard deviation provide important information that describe the location and spread of the distribution of responses. Also, top/bottom box scores provide precise information about the size of customer segments. Net scores do neither."


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Qualitative or Quantitative Which Customer Feedback is Best?

Qualitative or Quantitative Which Customer Feedback is Best? | Executive Feedback | Scoop.it

"Qualitative Customer Feedback includes speaking to your customers directly. Getting their input on how they are doing. What are competitors doing? What are your customers seeing in the marketplace? How do your customers feel they are being treated? Where can improvements be made? How truly satisfied are they?

For Qualitative Customer Feedback we recommend doing the following Gazelles Four Customer Survey Questions, which include:

How are you doing?

What’s going on in your industry/neighborhood?

What do hear about our competitors?

How are we doing?

There’s an approach and psychology to this that’s important to understand, yet the impact is to discover exactly how your customer’s feel about you. Frequent innovations come from sincere customer interest and the right questions."

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Strategic indepth interviews with senior executives

Strategic indepth interviews with senior executives | Executive Feedback | Scoop.it

Structure but not a straight-jacket. The one-to-one strategic in-depth interview is the most effective means of gathering information from top executives, but this requires careful planning. This article provides a really good guideline about the do's and don't's of interviewing.

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