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How a 10-page Report Can Help You Win Your Customer

San Kayzn UnsplashedThis post, written by Heart of the Customer Project Manager Cathy McLane, is the second in a week-long series about some of the ways journey mapping differs from traditional market research. Guest authors Corey Pawlak, Cathy McLane and Nicole Newton will share their expertise in recruiting and interviewing B2B customers, why 10-page reports are better than 50-page reports, and using video to bring the customer experience to life.

As a strategic communications advisor and program manager, I’ve seen my share of customer insights reports. They’ve ranged from 50 pages with data tables on every page to succinct PowerPoint presentations that have cool animations but very few actionable insights.

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Ten B2B KPIs to Track Starting Now (none are NPS) – Employee-Rated and Survey Items

Yesterday, we talked about Business KPIs that you need to track to truly understand the value and cost of different clients. Unfortunately, not every important metric can be captured in your systems. Some require employee judgment to rate, for example client risk, number of contacts at the client, and potential. Others require clients to tell you about themselves, such as share of wallet, likelihood to remain a customer, and trust. We’ll discuss these items today.

 

 

Employee-Rated Items:

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CX is about action. Is Market Research?

Three years ago, Nicole Newton (then Director of Customer Experience with Thomson Reuters, now at Heart of the Customer) spoke at a Market Research Association (MRA) conference. The topic was “Moving from Insights to Action,” about making the move from Market Research to Customer Experience (CX), as we both recently had.

Big Transition, New Focuses

The biggest change we discussed was that in traditional market research you’re expected to develop a clear report that shows the research results and the insights generated from the work, and then you’re done.

When we moved to CX, the rules changed. We still needed to do thorough research and generate insights. But CX requires you to go further, and drive customer-focused change. Read more