We're proud to share that our Insights article "Don't Forget the Qualitative Research - a CX Case Study" was identified by the Canadian Marketing Association as recommended reading for Members. The CMA featured this Phase 5 Insights article as #3 in their recent Top 5 Picks Newsletter, which identifies "weekly news and perspectives that impact marketing".
Written by qualitative research expert Suzie Goan, the article discusses how qualitative methods are sometimes overlooked in favor of the "tried and true customer survey", but diving deeper with techniques such as one-to-one interviews, focus groups, or in-situation observation can provide invaluable context for understanding the "why" behind behaviors. She describes customers' emotional needs as "equally important" to their functional needs in terms of informing an organization's marketing and CX strategy.
Goan illustrates her point with a case study from the health insurance industry, describing how this organization complemented its regular customer satisfaction surveys with a deep-dive needs assessment which included one-on-one interviews. The approach facilitated an understanding of how customers wanted to feel and how they actually felt when dealing with their health plan. Interviews were observed in real time by company leadership, and findings were described as eye-opening. Results led to company-wide initiatives that changed how employees communicated with customers, as well as improvements to staff training, and a renewed focus on viewing decisions through the lens of customer experience.
Phase 5's expertise lies in bringing together all types of research, analytics and design to help organizations become customer-centric through their customer experience and innovation strategies. We're pleased to have the CMA recognize this recent article which illustrates the value of integrating these concepts and objectives to develop and deliver better products, services and experiences.
To learn more, check out the complete article, and contact us to discuss how we can help your organization on its journey to customer-centricity.
