This paper reveals an exciting new approach to customer satisfaction tracking, one that takes a proven and intuitive device for measuring emotion and uses it to provide highly actionable, real-time customer feedback for clients. With reference to a pilot study conducted with HSBC, this paper will show how a completely new measurement system for customer satisfaction has uncovered new insights for management and customer-facing staff, and proved to be a great deal more valuable than traditional customer satisfaction research.
In an environment of increasing product parity, the need to innovate has become critical. The key input for innovation is robust and insightful data from customers. Given this scenario, this paper explores the triggers and barriers that exist within typical companies in the drive to gain better customer insights to fulfil the end need of innovation. This has been illustrated using the simple but interesting scenario of trying to target non-Muslim customers for Islamic banking products and services.
While getting qualitative research into the boardroom of many organisations may be a challenge, the challenge is multiplied several-fold when the organisation is a major bank in the United Kingdom. This paper provides a case study of such a qualitative survey, and discusses why it succeeded and the influence of this research on the bankâs strategy. This paper also addresses why other research projects do not succeed. In particular the authors discuss when projects should not reach the boardroom and issues relating to board requests for surveys that need to be prevented.