An impressive writeup about how companies like McDonald's are attempting to manage customer experience. Can it really be optimized, as they say, when people are involved?
" ... McDonald's customer experience management (CEM) is a good example of what companies can strive to achieve. SAS Customer Intelligence expert John Bala says McDonald's special sauce, so to speak, is that the customer experience is always at the center of its business, and the company keeps it there using an analytically-driven optimization process.... "
" ... "Preference research, consisting of both qualitative and quantitative studies, can help organizations gain insights on customer shopping, pricing, product usage, and service support preferences," KPMG suggests.
"This critical first step is not about creating a new segmentation scheme." Instead, the focus needs to be on a number of of customer-centric variables, such as gaining insights regarding (1) how prospects hear about new products; (2) the factors that influence where they shop and for what; (3) onboarding needs and expectations when prospects turn into customers; (4) how customers and prospects like to get help when issues arise; and (5) the perceived value at specific price points, and how these relate to market trends and competitive offerings ... "
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