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For Customer Experience Professionals

Anchor Your CX Strategy In Customer Understanding

November 24, 2015

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Authors

  • By Deanna Laufer
  • with John Dalton,
  • Dylan Czarnecki,
  • William Willsea,
  • Kara Hartig

Why Read This Report

Great customer experiences stem from a company's deep understanding of its customers' motivations, goals, and behavior. This understanding is fundamental to breaking the cycle of asking and receiving feedback about the status quo to learn what customers are missing in an experience. But most companies aren't conducting the proper research to support this deeper understanding. In this report, we explain how customer experience (CX) professionals can employ the right customer research at the right moment to develop a resonant CX strategy.

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Table of Contents

  • Customer Understanding Is Fundamental To Great CX
  • Match Research Methods To The Right Strategy Development Phase
  • No Budget Is No Excuse: Research Methods That Don't Break The Bank
  • Recommendations

  • Lay The Foundation For Continued Customer Understanding
  • Supplemental Material