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Marketing Research Articles Related to Customer Recovery Studies

Marketing Research Articles Related to Customer Recovery Studies

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Apostles preach and Rebels yell - How pharma sales reps can use customer service to increase retention

Published
June 2010
Author
Quirk's Staff
Abstract
Kantar Health's annual rankings of pharmaceutical companies in the U.S. and Europe indicate customer retention is the key metric in a world where building relationships with physicians has become more crucial than the sheer volume of sales visits.

By the Numbers: When satisfaction scores go flat

Published
January 2014
Author
Peter Gurney
Abstract
Peter Gurney offers some dos and don’ts for dealing with a stubborn trend line.

How loyalty insights strengthen doctor/brand connections

Published
October 2013
Author
Thomas Hartley
Abstract
An exploration of the value of understanding the nuances of physician loyalty – or lack thereof – to pharmaceutical brands.

How to build brand and trust without a big budget

Published
July 2010
Author
Stephen Jackson
Abstract
Trust is a key driver in selecting product and service providers, which is time-consuming to earn and easy to lose. Building trust among clients and consumers depends heavily on five main elements: benevolence/concern, reliability, competence, honesty and openness.

How to evoke respondents’ brand-related stories

Published
December 2009
Author
Tom Neveril
Abstract
The author explores the use of storytelling - including elements such as plot, conflict, surprise and lesson - to uncover and explore a consumer’s relationship to a brand.

In Case You Missed It... February 2014

Published
February 2014
Author
Quirk's Staff
Abstract
News and notes on marketing and research: customer experience trends; Twitter predicts virality

Insights from video diaries help Midas in its drive for better customer service

Published
May 2010
Author
Joseph Rydholm, Quirk's Editor
Abstract
Securing buy-in from influential franchisees was just one of the benefits that Midas researcher Garry Rosenfeldt reaped when he turned to qualitative research to develop a new service model.

Integrating customer experience management with marketing research

Published
January 2014
Author
Rick Kieser
Abstract
From natural language processing to machine learning, Rick Kieser gives an overview of various approaches to processing the many forms of customer feedback now available to companies and makes a case for a multi-modal approach.

Modeling the drivers of Net Promoter Score

Published
October 2013
Authors
Alexander C. Larson and Basile Goungetas
Abstract
How driver analysis can help you determine which controllable factors have an effect on NPS and how much of an impact they have.

Seven critical steps from traditional c-sat research to modern EFM

Published
October 2013
Authors
Andrew McInnes and John Carroll III
Abstract
The move from traditional research to modern EFM is a big change for most firms. To make it less daunting, this article describes the seven steps customer experience and loyalty leaders must follow to guide their companies into the future.

The benefits of customer retention research

Published
October 1992
Author
Paul C. Lubin
Abstract
Though banks often research customer satisfaction, they would benefit from also researching issues surrounding why customers leave. This article looks at how several banks have researched customer attrition and used the results to develop customer retention strategies.

The Net Promoter Score debate and the meaning of customer loyalty

Published
October 2008
Author
Bob E. Hayes
Abstract
The author, a Net Promoter Score (NPS) skeptic, argues that NPS isn't an accurate measure of or predictor of loyalty. Rather than relying on one metric, firms should use a number of loyalty questions to ensure that at-risk customers are identified.

The Researcher's Bookshelf: Tilt

Published
November 2013
Author
Niraj Dawar
Abstract
An excerpt from Niraj Dawar's book, Tilt - Shifting Your Strategy from Products to Customers.

The seven deadly sins of VOC research

Published
February 2011
Author
Howard L. Lax
Abstract
Mismeasurement in voice-of-the-customer (VOC) research can often lead to mismanagement. When conducting VOC research, beware these seven deadly sins: vanity, provincialism, narcissism, laziness, pettiness, inanity and frivolity.

The seven heavenly virtues of VOC research

Published
May 2012
Author
Howard L. Lax
Abstract
As a follow-up to his 2011 article on the seven deadly sins of voice-of-the-customer (VOC) research, GfK's Howard Lax outlines seven things researchers should do to establish a successful VOC program.

Three trending viewpoints in the field of voice-of-the-customer

Published
December 2013
Author
Gerry Katz
Abstract
Gerry Katz chronicles three current takes on the voice of the customer – the Naysayers, the Stretchers and the Technovangelists – and argues that while these views are seen as negative by the field’s purists, there are connections that actually bode well for the future of VOC in all of its various incarnations.

Trade Talk: Cutting through the customer satisfaction jargon

Published
October 1998
Author
Joseph Rydholm, Quirk's Editor
Abstract
A review of Chuck Chakrapani's book, How to Measure Service Quality & Customer Satisfaction – The Informal Field Guide for Tools and Techniques, which provides readers a basic understanding of customer satisfaction research.

Trade Talk: Quality should be Job One

Published
November 1990
Author
Joseph Rydholm, Quirk's Editor
Abstract
Quality and service are tops and only becoming more important to consumers. Companies should focus on a customer satisfaction program to increase market share and sales.

Using relationship theory to drive customer retention and acquisition

Published
October 2010
Author
Kevin Schulman
Abstract
With examples from the grocery industry, the author explores the relationship investment model and the value of establishing and maintaining a customer’s sense of trust in and loyalty to a retail brand.