Articles | Suppliers | Jobs | MyQuirks |EventsApril 8, 2013
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IN THIS ISSUE

Where companies are failing at using social media for customer service

How to use insight communities to bridge internal silos

Thoughts on how to address important questions about MROCs

A two-prong approach to B2B customer satisfaction research

From our blogs

Research War Stories: She continued to disrobe, piece by piece...
 

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Where companies are failing at using social media for customer service

By Marianne Hynd

   

Many companies have successfully embraced social networks over the last several years. They have provided companies with platforms to engage with consumers on a new level and consumers have responded positively. Social media strategies have shifted from solely serving as a one-way communication platform in which companies create a "personality," relate messaging and offer discounts and promotions to a more consumer-centric customer service tool.

 

To that end, companies have had to change their thinking from simple, one-way engagement and communication to a balance between communicating the brand message and responding to consumer inquiries, concerns and complaints in a very public setting.

      

Read on...

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How to use insight communities to bridge internal silos
By Gavin Winter                         

Many factors continue to frustrate customer experience (CX) professionals' efforts in delivering meaningful change to their businesses. Some reasons relate to organizational alignment while others relate to the tools of the trade. The latter are, to a great extent, the product of the former (i.e., siloed thinking begets siloed solutions) and overreliance on technologies that accelerate and amplify the voice of the customer risk instilling a false sense of security that data alone - even when there's lots of it - empowers and naturally leads to better decisions and solutions.   

 

                                                                                Read on...

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Thoughts on how to address important questions about MROCs
By Bob Yazbeck

The April issue of Quirk's features a focus on research communities. From our archives, this article examines topics such as community size, branded vs. unbranded and the effects of conditioning.  

 

Marketing research online communities (or MROCs as they've come to be called) have reached the point where they should be viewed as a permanent option in the marketing research playbook. No longer a "disruptive innovation," the basic methodology has proven sound for both marketers and researchers across multiple consumer-facing industries. As with any widely-adopted approach, MROCs continue to evolve. It seems that every time a question is answered, a new one appears. And rightly so. The expectations are higher than ever for what MROCs can, and should, be able to achieve.

 

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A two-prong approach to B2B customer satisfaction research

By John Coldwell         

 

B2B research is its own animal and those conducting B2B customer satisfaction research would be wise to understand how it's different from consumer research and what its purpose is.  

 

First, remember that statistical validity is not important for a typical B2B customer satisfaction survey the same way it would be for B2C. Key account managers are already - or should already be - managing the relationships with customers so the survey cannot exist in a vacuum. Additionally, the number of respondents (read: customers) is small compared with B2C and each customer - and its needs - are unique. Therefore, finding a representative sample becomes less crucial.  

 

 Read on...

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From our blogs

 

Research bias in the news 


Unethical or just smart marketing? Piggybacking on the popularity of March Madness
 

 

Are methodologists becoming irrelevant? 

 

Notes from the ARF Re:think - 'No more naked research'  

 

Will Salt Sugar Fat bring heat on marketing research? 

   

Employers, tap into the power of engaged employees  

 

If we are to become data scientists, how do we define 'scientist'? 

    

The top 3 business writing mistakes you're probably making right now 

 

Question for research firms: To app or not to app? 

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Research War Stories: She continued to disrobe, piece by piece...

Jamie Boyer reports that his partner Todd Powers was conducting one-on-one interviews, with his clients viewing behind a one-way mirror and the interviews being audio- and videotaped, when one particularly buxom respondent began to complain about the temperature and removed her sweater. As the interview progressed, she continued to disrobe, piece by piece, ignoring the normally unflappable Powers's protests, until she was clad only in her underwear. 


Read on... 

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