Customer experience, not brands will be on the iron throne

2019 ◽  
Vol 62 (1) ◽  
pp. 6-8 ◽  
Author(s):  
Philipp “Phil” Klaus
Keyword(s):  
Market Research ◽  
Customer Experience ◽  
Research Community ◽  
The Way

The author will challenge the ancient “brand-related” thinking, submitting that somehow companies are still in control of what consumers think or even how customers act. As a counterproposition, the author highlights that the only thing companies can manage these days are the experiences customers have with them and their offerings. Supported by our research, I propose to end the chicken-and-egg question of if brands drive the customer experience which is (how CX), or vice versa. I suggest researching the only thing that matters, how CX offerings, and how CX influences the way customer search, collect, and evaluate information and behave. This proposition leads into the implications for the market research community and CX management.

Enabling New Market Exploitation by SMEs

1996 ◽  
Vol 10 (2) ◽  
pp. 125-127 ◽  
Author(s):  
Ceris Burns
Keyword(s):  
Higher Education ◽  
International Collaboration ◽  
Market Research ◽  
Practical Case ◽  
Medical Electronics ◽  
Small Companies ◽  
The Uk ◽  
The University ◽  
The Way

This article provides a practical case example of the way in which international collaboration between government, higher education and business can lead to new commercial opportunities for small companies which would otherwise lack the necessary resources for the extensive market research required, and also to enhanced knowledge and understanding for all participants. The author summarizes the results of her market research in France, undertaken as part of a TCS programme of the University of Stirling and Albyn Medical, a small Scottish-based company in the medical electronics business. The six-week visit to France was the result of a TCS scholarship supported by institutions in both France and the UK.

Corporates in the Digital Age

2021 ◽  
pp. 1519-1532
Author(s):  
Hammad Azzam
Keyword(s):  
Digital Age ◽  
Customer Experience ◽  
Digital Transformation ◽  
Data Driven ◽  
Essential Factor ◽  
Global Culture ◽  
Customer Interaction ◽  
The Way

A proposition for digital transformation of global groups into efficient enterprises is introduced. At the heart of the proposition is a transformational practice aimed at creating a customer-focused, data-driven global culture in any customer-serving company. The digital age has added a level of complexity to the way we acquire and serve customers. Doing a good job in the traditional channels is not enough anymore. Online is increasingly becoming the channel of choice with the two main customer-interaction paradigms: sell and service. And building a great customer experience is probably the most essential factor of success for both functions.

scholarly journals Co-creating customer experience through call centre interaction: Interactional achievement and professional face

2018 ◽  
Vol 14 (2) ◽  
pp. 257-277 ◽  
Author(s):  
Piotr Jagodziński ◽  
Dawn Archer
Keyword(s):  
Customer Service ◽  
Service Providers ◽  
Customer Experience ◽  
Call Centre ◽  
Frontline Employees ◽  
Holistic Treatment ◽  
Call Centres ◽  
The Way

Abstract Many customer service institutions draw on the (argued over) notion of “customer experience”. Gentile et al. (2007) suggest that, at an optimum, the notion assumes a thinking and feeling customer who co-creates their customer experience together with the service providing institution. This co-creation is believed to comprise interactional involvement, personalization and the holistic treatment of the customer’s needs. Given the latter, we might expect service providers, such as call centres, to view language as a vital means of creating an experience with the customer. The extant linguistic call centre research, including our own, points to the fact that call centre institutions view language as fundamental to their functioning. However, heavy language regulation tends to be the most important - if not the only - means of achieving outstanding customer experience (Cameron 2000; Jagodziński 2013; Archer and Jagodziński 2015). There is a clear mismatch, then, between the tenets of customer experience and the way language is conceptualized, interactionally managed and regulated. Throughout this paper, we argue that the co-creation of customer experience must be accompanied by its linguistic co-construction, which can only be achieved by giving frontline employees more interactional freedom than they tend to have in practice.

scholarly journals 11,000 researchers gave their views on data sharing, here's what we learned

2019 ◽  
Author(s):  
Mithu Lucraft ◽  
Samuel Winthrop
Keyword(s):  
Data Management ◽  
Data Sharing ◽  
Market Research ◽  
Open Data ◽  
White Paper ◽  
Research Community ◽  
Data Publishing ◽  
Training And Education ◽  
Collaborative Action ◽  
Share Data

Good data sharing can make research more productive, more likely to be cited, and unlock innovation for the good of society. In 2019, a Springer Nature white paper (Lucraft et al. 2019), based on surveys with more than 11,000 researchers internationally, set out key challenges in data management and data sharing. We found: Data sharing is increasing: more than 64% of researchers in a 2018 survey said they made their data openly available. The majority of researchers see data sharing as important: across three surveys, when asked about the importance of making data discoverable, researchers gave an average rating of 7.5 out of 10. Data sharing and planning is currently suboptimal: The majority of the research community are not yet managing or sharing data in ways that make it findable, accessible or reusable. Increasingly, funders and other expert groups (European Commission 2018) are emphasising the need for data that is FAIR (findable, accessible, interoperable and re-useable). To shift the needle on data sharing and to reap the benefits from more widely-available open data, collaborative action is required. In this presentation, we will discuss the five measures we believe are needed to make data sharing the norm: Clear policy: from funders, institutions, journals/publishers, and research communities themselves. Better credit: to make data sharing worth a researcher’s time. Explicit funding: for data management and data sharing, as well as data publishing. Practical help: for organising data, finding appropriate repositories, and provision of faster, easier routes to share data. Training and education: to answer common questions from researchers on data sharing and to help build skills and knowledge. We will draw on evidence and case studies from across Europe and beyond, as well as further feedback from our market research.

scholarly journals Business model as an innovation

2021 ◽  
pp. 11-26
Author(s):  
Robert Romanowski ◽  
Magdalena Wieja
Keyword(s):  
Business Model ◽  
Business Models ◽  
Innovation Process ◽  
Customer Experience ◽  
Product Performance ◽  
Customer Engagement ◽  
Market Environment ◽  
Economic Innovation ◽  
The Way

Business model is the way in which an organization develops relationships with their market environment and converts products into cashflow. The chapter focuses on business model as a type of economic innovation. This chapter provides a case study on CD Projekt Red company, the publisher of the Witcher games series. The case of the game covers three types of innovations, i.e., business model, product performance and customer engagement, and is an example of multidimensional innovation process. The case is related to both innovation types: business models and customer experience ones. The aim of this chapter is to diagnose business model innovations on the basis of The Witcher 3: Wild Hunt game created by CD Projekt Red.

scholarly journals Tendencies of Inner Surveillance in Democratic India: Challenges of Establishing Native Ethnographer’s Identity Among Indian Muslims

2010 ◽  
Vol 2 (1) ◽  
pp. 103-120
Author(s):  
Tabassum “Ruhi” Khan
Keyword(s):  
Research Community ◽  
Cultural Critique ◽  
Personal Safety ◽  
Community Based ◽  
Thick Description ◽  
Privileged Access ◽  
State Surveillance ◽  
The Way

The paper analyzes how the native ethnographer’s position within his/her community becomes problematized during fieldwork conditions defined by fear of state surveillance forces. It focuses on the way state’s vigilance activities create new barriers for establishing of native ethnographer’s authority by challenging the ethnographer’s privileged access to his/her research community based on trust and cultural/religious affiliations. The apprehensions for personal safety experienced by the informants unsettle the distinctions between native and non-native ethnography. The paper argues that if anthropology is to progress as a meaningful social and cultural critique then it must elaborate the ethnographer’s experiences of navigating the shifting grounds as insider and outsider. It proposes a “thick description” of the way reticence and distrust of the informants is overcome. The aim is to create scholarship that counters political and social injustices by making explicit voids and gaps and by gleaning a wealth of information in silences.

Corporates in the Digital Age

2019 ◽  
pp. 39-52
Author(s):  
Hammad Azzam
Keyword(s):  
Digital Age ◽  
Customer Experience ◽  
Digital Transformation ◽  
Data Driven ◽  
Essential Factor ◽  
Global Culture ◽  
Customer Interaction ◽  
The Way

A proposition for digital transformation of global groups into efficient enterprises is introduced. At the heart of the proposition is a transformational practice aimed at creating a customer-focused, data-driven global culture in any customer-serving company. The digital age has added a level of complexity to the way we acquire and serve customers. Doing a good job in the traditional channels is not enough anymore. Online is increasingly becoming the channel of choice with the two main customer-interaction paradigms: sell and service. And building a great customer experience is probably the most essential factor of success for both functions.

The Benefits of New Online (Digital) Technologies on Business

2017 ◽  
pp. 1-17 ◽  
Author(s):  
Farhan Shaikh
Keyword(s):  
Process Optimization ◽  
Business Models ◽  
Business Processes ◽  
Digital Technologies ◽  
Customer Experience ◽  
Business Innovation ◽  
New Business ◽  
New Business Models ◽  
Do So ◽  
The Way

This chapter explores how digital technologies are impacting the businesses – challenging the industry leaders while enabling entrepreneurs to do so. The overall findings have been bucketed under three broad sections – Customer Experience, Process Optimization, and Business Innovation. The Customer Experience section captures the way companies are using the data from digital technologies to enhance the way they interact with the customers. The section on Process Optimization highlights the significant improvements achieved by using digital technologies for existing business processes. Business Innovation captures the transformation power of digital, through new business models, business areas, and data monetization.

Advertising to the Herd

2003 ◽  
Vol 45 (3) ◽  
pp. 1-23 ◽  
Author(s):  
Mark Earls
Keyword(s):  
Market Research ◽  
Point Of View ◽  
Human Beings ◽  
Key Issues ◽  
The Subject ◽  
The Way

‘This paper is born out of a feeling that something is not right with the way the word ‘consumer’ is used nowadays. This word must surely be one of the most frequently used in the lexicon of advertising, marketing and research language. Yet it has not been subject to the huge attention or to the rigour of analysis as has the word ‘brand’ This paper is charged with the same sense of dissatisfaction. A feeling that there is more to be said about the subject. A frustration with the current models (including that proposed by Valentine and Gordon's insightful paper) for missing some big and important truths about how human beings are. And the belief that these ‘missing truths’ might contribute to a significantly more insightful and effective approach to marketing and market research. In particular, it is suggested that the most important characteristic of mankind is that of a herd-animal, not a lone individual. This point of view is supported by learnings from a range of fields. The evidence for the herd perspective (and against the individualist one) is necessarily woven together like a patchwork that encompasses all of the key issues. It is able to shed new light on many phenomena which researchers and planners repeatedly encounter and debate (like rapidly changing and stable markets, the value and mechanics of mass advertising and the debate about relationships between behaviour and attitudes. The paper concludes with an examination of the challenges this perspective offers to all researchers.

Market Research within 3D Virtual Worlds: An Examination of Pertinent Issues

2013 ◽  
Vol 55 (2) ◽  
pp. 247-266 ◽  
Author(s):  
Tracy G. Harwood ◽  
Janet Ward
Keyword(s):  
Social Media ◽  
Web Services ◽  
Virtual Worlds ◽  
Second Life ◽  
Market Research ◽  
Deep Understanding ◽  
Research Community ◽  
Extant Literature ◽  
Raising Awareness ◽  
3D Virtual Worlds

This paper presents a review of extant literature about virtual worlds market research. We discuss the need for greater recognition of differences to traditional online and e-commerce web services, including social media. Our review considers what makes virtual worlds different and of particular interest to market researchers, including an overview of Second Life. We examine the issues faced and analyse how these link to research processes. We conclude that there is a need for a deep understanding of how user-participants behave ‘in-world’. This article contributes by raising awareness and informing the market research community of pertinent issues.

Sign in / Sign up

Export Citation Format

Share Document