Summary
Market insights professionals often get confronted with requests for immediate insights when things don't go as planned with customers. This can be something like declining Net Promoter or satisfaction scores, decreases in actual performance metrics such as sales or subscribers, or lower uptake of new offerings than planned. "Why does this happen and what can we do?" is the question market insights professionals have to answer. Using Forrester's ALARM process and methodology, market insights professionals can efficiently respond to these requests and help stakeholders quickly get the actionable insights they need to help the company optimize its customer relationships.
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