Gathering Customer Insights: The Nonresponder Conundrum

January 1st, 2018

Lisa Nakano

Summary

Like any B2B function, customer engagement functions can fall prey to basing their decisions on incomplete data. The customer engagement team is responsible for gathering customer feedback and gaining insights from data. Data of sufficient quantity is critical to robust analysis, while data of sufficient quality is critical to accurate analysis. This report provides techniques and guidance for overcoming data quantity and quality challenges in survey data sets with significant numbers of nonresponders.

Want to read the full report?

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.