Learn from Porsche how to deep dive into customer satisfaction metrics in the new era of market research
MRMW: Without giving too much away – what is the core message of your talk at MRMW EU and what would you like delegates to remember?
Martin & Doris: We have tested and created a new metric that goes beyond customer satisfaction and explores the realm of strong emotional connection with our brand. Along with the new metric we have enhanced the method and embedded the measurement in a state-of-the-art technological CX ecosystem. Leveraging on this rich database and connecting it with existing CRM data we create a profound understanding of customer feedback and reveal opportunities for fulfilling our brand promise.
MRMW: How has this impacted your own work and your organisation?
Martin & Doris: The new measurement concept impacts the way we engage with our customers, not only from a research point of view but also from a customer journey perspective. The new metric is anchored in our company strategy as target and our insights are shared widely across the company in order to enable everyone to work with it and derive the right actions.
MRMW: MRMW EU focuses on new tools, methods and technologies. What are two things you hope to crowdsource more info on in your conversations?
Martin & Doris: We would love to understand how other companies tackle the (new) challenges of customer satisfaction measurement and hope to gather inspiration on how we could even further enhance our own method.
MRMW: With ever evolving tech-stacks, which one has been a real game changer for you? Whether it’s the use of your time, changing the way you work, or helping you deliver better results?
Martin & Doris: A text mining tool for valuable amounts of unstructured data is helping us to leverage the rich source of voice of the customer data and allows us to analyse it in an efficient way. Furthermore, the use of non-linear models seems to be a promising way to better understand non-linear real-world problems.
MRMW: What has been the main impact of technological & methodological advances for your team/colleagues?
Martin & Doris: Scalability, responsiveness, appeal to business partners.
MRMW: What motivates you to join the MRMW EU conference and what are your expectations?
Martin & Doris: We want to share our experiences from the adventure in discovering the world beyond customer satisfaction. We hope to inspire others and maybe we find learning partners on this new way to measure and leverage customer feedback.