What Really Drives Brand Connection? The Power of Authenticity

Join host Kathryn Korostoff and special guest Dan Braker, President of Breakthrough Research, for a deep dive into the power of authenticity in shaping consumer decisions and brand loyalty. This… Continue reading What Really Drives Brand Connection? The Power of Authenticity

Are the terms “Market research” and “Marketing research” one in the same?

We often hear the terms “Market Research” and “Marketing Research” used interchangeably. But are their meanings the same…or meaningfully different? And how do people from outside the profession perceive these… Continue reading Are the terms “Market research” and “Marketing research” one in the same?

Does the Net Promoter Score Help or Hurt Your CX Program?

Does your organization use the Net Promoter Score method of monitoring customer loyalty? If it does, you may have a love-hate relationship with it. Many market researchers do. It’s almost… Continue reading Does the Net Promoter Score Help or Hurt Your CX Program?

Article Synopsis: How to Link Customer Loyalty to Profits

[Article synopsis]…Another hot topic in customer research is NPS (Net Promoter Score), based on self-reported likelihood to recommend as a measure of loyalty. However, as the author points out, respondents may give high recommendation scores at the same time they give low satisfaction scores, as satisfaction and recommendations are often driven by different factors. And haven’t we all seen cases where…

NPS is not the De facto Metric for Telecomm Customer Satisfaction

The original article recommends NPS (Net Promoter Score) as the optimal standard for customer satisfaction with telecommunications providers. Ummm, no. So since I didn’t get to share on the TMCnet site, let me share some information here for those of you interested in measuring customer satisfaction in the telecommunications space. “There are many scenarios in which customers may be satisfied with certain service levels or offerings yet refrain from recommending or referring the larger offering to their friends.” Yes, this is very true…