Best Practice Report

Build Real Customer Understanding

How To Avoid Research Pitfalls And Achieve Insight Instead

January 1st, 2018
With contributors:
David Truog , Tony Costa , Scott Ross , Rachel Birrell

Summary

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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