Branding

Brand Equity Research: Net Value Score – The Metric For Success

Many research studies provide measures on satisfaction and loyalty, but few provide measurements on perceived value. So, there is a need for a new tool that more accurately measures perceived value; this is where the Net Value Score comes in. ...

Written by Julia Cupman and Paul Hague
Branding

Getting People to Switch

What does make people switch? What is it that makes someone change their mind or their behaviour? These are crucial questions to any marketer and particularly baffling to the business-to-business marketer. ...

Written by Paul Hague
Customer Experience

Innovate or Die – Create Powerful Customer Insights

It has always been assumed that marketing expenditure is one of the first things to be cut when times are hard and yet historically the market research industry has been spared. At the end of the day, gathering market intelligence on what your custom ...

Customer Experience

Customer Experience Management: How To Deliver On Customer Expectations

In order to be ‘in tune’ with the needs of customers, a company must ensure that the voice of the customer is integral to the company strategy, and that the customer is considered and discussed at boardroom level and also by customer-facing staff ...

Written by Carol-Ann Morgan
Customer Experience

Loyalty – How To Win Devotion From Your Customers

Everybody is talking about loyalty nowadays. It is not that customer satisfaction has fallen by the wayside; rather it is that businesses recognise that a satisfied customer isn't necessarily a loyal one. ...

Written by Paul Hague
Customer Experience

Implementing Organisational Service Excellence

Good implementation of service excellence can create stronger customer loyalty, worthwhile differentiation and sustainable competitive advantage. It’s therefore critical to implement well and the following should help those looking for ways to do t ...

Written by Chris Daffy
Customer Experience

B2B Customer Journey Mapping: An Introduction

This paper introduces customer journey mapping (CJM) in the context of customer experience management. It looks at what it is, why we should do it and the approaches that can be used to undertake this. ...

Written by Carol-Ann Morgan
Customer Experience

Beyond Customer Satisfaction

Satisfying customers is a means to an end. Going beyond customer satisfaction and aiming for customer retention is the most important issue to focus on. ...

Written by Paul Hague and Daniel Park