Customer Conversations

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1 Customer Conversations Understanding Exceptional Customer Experience Product Outline October 2014

2 1 Delivering Exceptional Customer Experience In competitive and dynamic markets the key to sustainable competitive advantage is to deliver an exceptional customer experience. Delivering this kind of experience means companies need to focus on the end-to-end customer journey, across multiple touchpoints and channels. It also means they need to fully understand the lived customer experience the way customers perceive their interaction with your company. For this reason, finding cost-effective ways to capture the voice-of-thecustomer is a key part of developing exceptional customer experiences. Research First has developed Customer Conversations to meet precisely this need. 02 RESEARCH FIRST

3 2 Customer Conversations Research First s Customer Conversations is a market research technique that provides companies with a rich picture of current customer experience. In particular, it provides an insight into how the current customer experience differs from the one sought by customers. Customer Conversations involve a facilitated discussion to explore customer experiences, expectations, and exasperations. This is known as the E3 Approach to customer experience mapping. Customer Conversations also make use of the ABC model of consumer behaviour identifying what customers were thinking and feeling when they behaved in a certain way 1. Customer Conversations are a discussion group technique, built around probing, open-ended questions. Discussion groups are an excellent way to collect voice-ofthe-customer insights because they offer: A Social Process 1 The group setting means participants feel confident to share unique, detailed insights which can not be achieved using other approaches. Interacting with other people is a natural part of everyday life, and discussion groups allow people to discuss their opinions in a more natural, real-life setting. 2 An Authentic Insight Research First s Customer Conversations are conducted in our on-site viewing room which means companies can view and listen to their customers in a private, confidential manner. 1. It is known as ABC because behavioural scientists call feelings affect and thinking cognition. Hence ABC stands for affect, behaviour, cognition. 03 RESEARCH FIRST

4 3 What You Get Research First s Customer Conversations are $1,775 + GST per conversation. For this, you get: n A one hour conversation with up to ten customers, led by one of Research First's experienced facilitators. These can be held over lunch or in the early evening. n A conversation structured around your key points of interest. n The ability to have up to five staff present to view and listen to the conversation. n A digital recording of the conversation. n A debrief with Research First following the discussion group. The per-group fee covers catering but participant incentives are to be provided by the client. This is deliberate, and provides the opportunity for the company to engage the customers in the group beyond the conversation. Download Research First's whitepaper The Simple Way to Measure Customer Experience for free here. The Simple Way to Measure Customer Experience First Briefing Paper 2014 Research First has unsurpassed expertise in measuring CX experiences, as well as CX and UX mapping. 04 RESEARCH FIRST

5 4 Why Research First? Research First is Christchurch's largest and best market research company. Our goal is to create New Zealand s most useful, and most user-friendly, research insights so you and your organisation can make better decisions Research First is all about insight, and is dedicated to turning data into meaning. The easiest way to think about the value we bring is in terms of the metaphors of a periscope, telescope and microscope. The periscope enables you to see up and over your competition; the telesccope enables you to see into the future; and the microscope enables you to zoom in on the details. For more information about Customer Conversations, contact Carl Davidson. Carl has a background which combines psychology, sociology, and marketing; and a career which has straddled the academic and corporate worlds. He has more than 20 years experience in research. He is also the author of eight books about research and consultation practice in New Zealand. Carl Davidson Chief Research Officer 105 Gasson Street PO Box 94 Christchurch 8140 New Zealand Tel Mob RESEARCH FIRST

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