Takeaways: Would satisfaction with customer experience research be higher if we shifted to a the “whole customer” perspective? This speaker will help attendees challenge common assumptions about the scope of customer experience research.
The term “customer experience research” has been popularized by those in the usability field, but a qualitative perspective can make such research more valuable to you right now.
In the past few years, customer experience has become a focus for corporations around the world and with good reason – companies that provide superior customer experience enjoy huge advantages in profitability and growth.
But why, then, do customers continue to report low satisfaction levels? The problem is that so many customer experience programs are too narrow. They look at a series of touch points but frequently don't understand the customer overall.
Jay Zaltzman draws on his knowledge of both customer experience and qualitative research to explain how organizations can provide a superior customer experience by understanding the whole customer, connecting with them both rationally and emotionally.
This presentation is sponsored by the QRCA (Qualitative Research Consultants Association). Jay Zaltzman is a member of the QRCA and is currently serving on its board of directors.