Kevin Schulman

Market Research and Marketing Blindness

The market research industry is populated by intelligent, inquisitive individuals who love to label, segment and organize information. These characteristics are of great value in the research process, but they’ve also tended to get in the way of providing marketers with the kind of...

The Satisfaction Dilemma

By: Steve Newman Customer retention is paramount given the economic down-turn. The challenge has been and continues to be how to drive loyal behaviors. Companies have struggled with this as customer satisfaction has failed to translate into the levels of customer loyalty and share...

Using Text Analysis to Understand Key Drivers

Share of wallet is key metric for most businesses and grocery retailers are no exception.  We recently completed a national study of grocery customers to understand their relationship strength to grocery stores they shop at least occasionally. (see earlier posts on some of those...

Three Must Have’s for a Company KPI Metric

Firms spend a lot of time tracking stuff (or metrics in business lingo). Many of these metrics are direct indicators of a firm's financial health (e.g. cash flow, sales.) while others are proxies for it - e.g. customer satisfaction, productivity measures. The...

Ford is Tops, Lexus Big Laggard when Compare Online Buzz To Customer Relationship Strength

There is an interesting ranking of automotive brand social media (unique) mentions by Infegy, http://infegy.com/buzzstudy/top-social-automotive-brands-april-2009/. It ranks 33 auto brands by the volume of online buzz/comment from unique individuals or sources. We have measures of customer relationship strength (we call it Relationship...

Why NPS is the One Number You Can Certainly Live Without

NPS, otherwise known as Net Promoter and formerly known (sort of like Prince) as a behavioral intent question measuring willingness to recommend is a fairly polarizing concept. There are died in the wool proponents and an equally sizeable group of detractors. From...

You Better Figure Twitter Out Now – Here is Why

Very interesting article in AdAge, http://adage.com/digitalnext/article?article_id=133509, on how Twitter was used to capture online chatter (exercising my civil disobedience against the "buzz" term) during the launch of a CPG product. For those wondering about Twitter, it is a communications platform initially established by posing...

Guess What Doesn’t Matter to Strong Customer Relationships in the Grocery Biz? The Food.

We conducted a recent study , http://www.trgisky.com/resources/relationship-theory-drive-customer-retention-and-acquisition, among consumers to determine the strength of their relationships with the grocery store they shop most often. We found our measure of relationship strength (http://www.trgisky.com/relationship-investment-model) was a very strong predictor (much stronger than satisfaction levels) of spend,...

Man Bites Dog – The Problem with Customer Satisfaction Programs are the Very Satisfied

How is this for man bites dog? The problem with customer satisfaction is the Very Satisfied. This seemingly ridiculous claim becomes more credible if you consider, 1) Customer satisfaction programs are mostly about remediating bad experiences. Most corporate entities use c-sat to evaluate a...

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