Customer Experience

7 Tips for Keeping Your Path-To-Purchase Research on the Right Track

Most researchers and those involved in research circles are by now extremely familiar with the term “Customer Journey”. It entered the insight mainstream in 2012-2013 and has since become the all-encompassing descriptor of studies which explore t ...

Written by Conor Wilcock
Customer Experience

Buyer Journey Research

Understanding the path to purchase is vital in driving brand preference. And crucially, it begins long before considerations on the likes of product features and price. Buyer journey research allows you to step into the buyer’s shoes and identify t ...

Written by Julia Cupman & Karen Hoffman
Customer Experience

Putting the Customer at the Heart of the Business

In this white paper, we look at how putting the customer at the heart of your business can deliver an exceptional customer experience, and ultimately boost profits, along with some of the typical approaches for conducting customer experience research ...

Written by Matt Powell
Customer Experience

The Customer Journey and How Businesses Buy

Two questions are at the heart of business to business marketing – how do people make choices in favour of one supplier rather than another, and how can we push aside an incumbent supplier and break into a new account. This paper addresses these tw ...

Written by Colette Stevens and Paul Hague
Customer Experience

Six Steps To B2B Customer Experience Excellence

In examining the customer experience of over 500 b2b brands, we identified a step-by-step process to achieving b2b customer experience excellence that applies to virtually all b2b brands. ...

Written by Julia Cupman
Customer Experience

The 6 Top Drivers of B2B CX Excellence

Recent research we conducted with marketing professionals of large b2b companies showed that only 14% of firms are truly customer centric where the customer experience is embedded into their company culture. We examined over 500 b2b brands to determi ...

Customer Experience

Customer Satisfaction Surveys & Research: How to Measure CSAT

Satisfied customers usually return and buy more, they tell other people about their experiences, and they may well pay a premium for the privilege of doing business with a supplier they trust. Therefore, when we win a customer, we should hang on to t ...

Written by Paul Hague and Nick Hague