In 2006, the Net Promoter Score (NPS) metric took the business world by storm, when Fred Reichheld, of Bain & Company, published The Ultimate Question: Driving Good Profits and True Growth. Based on his research, Reichheld proposed that by asking customers a single question, how likely they would be to recommend a brand to a friend or colleague, businesses could calculate one score to monitor the quality of their customer relationships.
In the words of tennis great Arthur Ashe, “Success is a journey, not a destination.” Not only do these words ring true for personal success in life, but also in branding. The most successful brands adopt an attitude of continuous learning, always seeking to better understand their customers, and find ways to enhance their experiences.
As we wrote in our eBook, Are You Delivering on Your Brand Promise?, to develop or refine your brand promise, you need to understand your brand from your customers’ perspective. Qualitative research is frequently used to uncover consumers’ brand perceptions, giving researchers a way to dig into deep-seated brand impressions that might not be accessible with a more direct inquiry approach.
As discussed in our recent eBook, “Are You Delivering On Your Brand Promise?” a brand promise gives consumers a reason to consider becoming a customer by promising to deliver a meaningful benefit. It’s important for marketers to carefully craft their brand promise, cultivate its growth, and monitor its success over time.
At The DRG, we keep a close eye on emerging research trends. Each new year brings a host of predictions about how the industry is evolving. However, reading a list of ‘top trends to watch’ is only valuable if it can be acted upon. Here’s some food for thought on how the developing research trends can provide opportunities to gain meaningful, actionable insights.
As described in our eBook, 6 Steps for Launching CX Insights, an effective Customer Experience (CX) program can help you reduce churn, enhance complaint management, identify and resolve critical customer issues, and increase customer loyalty.
In a previous post, we discussed how conducting marketing research early in product development can help point you in the right direction by brainstorming new product concepts, identifying and optimizing your best ideas, and validating these ideas before investing in development.
We’d like to introduce you to one of the talented individuals who make The DRG a knowledgeable and creative research consulting partner, not to mention a great place to work. Meet Ron Rawski, VP of Technology and Administrative Services.
For most of us, when we need to see a doctor, we pick up a phone. In fact, 76% of patients still set up their doctor appointments by phone, which makes this interaction such an important one – especially for first-time patients. As we all know, there’s no second chance to make a good first impression.