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Category Archives: Advice/How-To
How to use marketing research to reduce risk
While no amount of research can ever completely eliminate the risk of deploying a marketing strategy, effective marketing research should significantly reduce uncertainty and financial risk. Here are a few tips for developing a marketing research project that pays off.
Posted in Advice/How-To
Tagged advice, expert, incentive, objectives, online survey, respondent, risk, todd hollander, web survey
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Four steps for maintaining high levels of customer satisfaction
There is an excellent article in the latest issue of Strategy and Business about how successful high-end brands such as Lexus, Nordstrom, and the Ritz-Carlton Hotel Company are able to maintain consistently high levels of customer satisfaction. Authors Robert Reppa … Continue reading
Posted in Advice/How-To
Tagged advice, company, consultant, consulting, customer, do it yourself, expert, firm, satisfaction, survey
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How to build a customer-centric organization: Step 1 – Change the corporate culture
In a recent posting (”How to develop a customer-centric business model,“ March 08, 2007), I discussed an article in the San Francisco Chronicle about the benefits of corporations developing a customer-centric approach to business. The author, who defined a customer-centric … Continue reading
Posted in Advice/How-To
Tagged advice, company, consultant, consulting, customer, customer focus, customer-centric, expert, firm, satisfaction, survey
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How to engage market research suppliers in the planning of your research – a Win-Win approach
When a company begins to explore the possibility of conducting a market research project, it is frequently assumed that the first step is to send a Request for Proposal (RFP) to market research suppliers. In reality, during the intial phases … Continue reading
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Tagged market research, request proposal, research planning, rfp, rfq, suppliers, todd hollander, vendors
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How to develop a customer-centric business model
There was an interesting article in yesterday’s San Francisco Chronicle about the benefits of corporations developing a customer-centric approach to business. The author defines a customer-centric company as “one that recognizes the only way to add lasting value to the … Continue reading
Posted in Advice/How-To
Tagged advice, company, consultant, consulting, customer, customer focus, customer-centric, expert, firm, satisfaction, survey
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“Principles of Marketing Research” online course enables researchers to increase knowledge and skills online
For marketing researchers seeking to expand their skills and expertise, one of the best options is “Principles of Marketing Research,” a distance-learning course offered through The University of Georgia Center for Continuing Education. The first self-paced, self-study, online certificate course … Continue reading
How (and why) to subscribe to RSS feeds
My brother is a very smart guy. His company Group 80/20 works with marketing teams who are brilliant at messaging but obstructed by technology. One of the solutions he recommends to his clients is to use RSS feeds to manage … Continue reading
How to define Customer Satisfaction
In today’s competitive environment, companies that survive and prosper place an emphasis on meeting or exceeding customers’ expectations. The American Marketing Association defines customer satisfaction as “the degree to which there is match between the customer’s expectations of the product … Continue reading
How to deliver a superior customer experience
Eighty percent of companies believe they deliver a superior customer experience, but only 8 percent of their customers agree, says Bain & Company. Here’s how to repair the disconnect. From Harvard Management Update. The authors of this article call it … Continue reading
How to decide if a do-it-yourself survey is right for you
Many online services offer do-it-yourself web-based surveys. While the low cost of do-it-yourself surveys may be appealing, this approach entails several risks and drawbacks compared to using a full-service survey provider. The pitfalls of do-it-yourself surveys include: Professionalism While a … Continue reading
Posted in Advice/How-To
Tagged advice, company, consultant, consulting, customer, do it yourself, expert, firm, satisfaction, survey
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