In many companies, research is the responsibility of a department which is often called “Consumer Insights”, and used to be called “Marketing Research”. Typically, this arrangement exists because Consumer Insights has training and experience in...
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MaxDiff and Conjoint: Which Should You Use?
It happens to the best of us. You want to analyze customer preferences and you aren’t sure whether to use Conjoint or MaxDiff. This post will help you understand the differences and when to use...
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Replace Your Process Map with a Customer Journey Map
I’ve written about customer journey maps in other posts, and I’ve also provided a detailed white paper defining and describing customer journey maps.
How Customer Journey Maps Can Improve the Customer Experience
In most companies, the customer experience is complex. Companies typically organize people and processes into departments, functions, and business units. However, customers often have interactions and experiences with companies that cut across these divisions and...
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How to Create a Customer Journey Map
In other posts, I have described Customer Journey Maps, including how they can help your organization visualize the customer experience. This post describes how to create a Customer Journey Map. Figure 1 describes MMR Strategy’s...
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