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Dustin Kirkpatrick Unsplashed

Are You Ready for Your Close-Up? Using Video to Bring the Customer Experience to Life

Dustin Kirkpatrick UnsplashedThis post, written by Heart of the Customer B2B Practice Lead Nicole Newton, is the third 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. 

Background

As a long-time marketing research practitioner, I am focused on gathering the most accurate data to answer the problem being researched. Why are sales lower than anticipated? Why is our customer retention rate lower than projected for certain product lines? What can we do to make it easier for customers to work with us?

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Market Research + Analytics Leads to Healthcare Success

All too often, companies separate their market research from their business analytics.  It can be difficult to combine the two, but when it’s done the impact can be incredible.  Last October the book Win with Advanced Business Analytics was released, including a case study discussing my work with a client a few years ago:

Win with Advanced Business Analytics“Jim Tincher, a customer experience consultant and blogger, combined analytics with market research interviews to gain deep customer insights for his client, on of the nation’s largest health savings account banks.  This bank works with thousands of companies who offer these HSAs to their employees.  Jim notes, “Unfortunately, a review of the data showed that even when employers offered to contribute hundreds of dollars into the HSA, 1 out of 7 employees failed to open the account, forfeiting the money.  The first step was to conduct an analytics review.  We found no impact of demographics of the participant on this behavior.  The single factor that drove the issue was the participant’s employer.  Simply put, at some companies nearly everybody followed through to pen the HSA, but at others, there were thousands of employees who missed out on up to $1,000 of the employer’s money, all because they did not take the time to open the HSA.” Read more