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For Customer Experience Professionals

Build Real Customer Understanding

How To Avoid Research Pitfalls And Achieve Insight Instead

December 27, 2016

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Why Read This Report

Customer experience (CX) professionals know that the first step on the path to delivering good experiences is doing research to understand their customers. Yet many fail to recognize that it's easy to draw false conclusions — and that doing so is even more dangerous than being ignorant. In this report, we warn CX pros about the most common pitfalls and explain how to adapt your practices and mindset to avoid them — and get the insights you need to succeed.

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Table of Contents

  • Customer Understanding Is Crucial — And Harder Than It Looks
  • How To Make Sure Your Customer Understanding Methods Are Reliable
  • Recommendations

  • Transform Your Customer Research In Three Stages
  • Supplemental Material
  • Related Research Documents

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