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A FREE VIRTUAL UNCONFERENCE

Friday, June 11

& Saturday, June 12

2021

Videos and handouts are being posted now. Click on Sessions to access them.

Session Abstract

Market Research and Analytics

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Session #

189

Going Beyond Customer Satisfaction to Customer Experience and Retention

Your customers’ experience with your product and your organization is a key attribute of your offering. How can you understand how your customers’ overall experience impacts their product experience and help you anticipate where your customers are going? Simple customer satisfaction metrics such as Net Promoter Score are useful, but not actionable without delving into the whys of your customers’ opinions. Should you use surveys or interviews to gain insights into what your customers want and the emotional decisions behind your customers’ actions? Actually, both are useful and together can be more impactful than either one alone. Come hear how to leverage multiple approaches to deepen understanding of customer needs, how and why they buy, and what influences them to stay with you or go elsewhere. Leave with ideas on how to improve your customer’s experience and keep them buying your products.

Handout
Video

Parmelee Eastman, Deborah McConchie

EastSight Consulting, Bottomline Marketing

Parmelee Eastman, Founder, EastSight Consulting EastSight Consulting president Parmelee B. Eastman has been the field of business research for 20 years, working with clients ranging from start-ups to Fortune 500 companies. Prior to founding EastSight, she was the vice president of the global technology and communications practice at leading competitive intelligence firm Fuld & Company. Previously, she had a successful 16 year career at Digital Equipment Corporation (now part of Hewlett-Packard) in customer finance, marketing, sales, and P&L management. She holds a B.A. from Wellesley College and an M.B.A. from the Harvard Business School. She was a co-chair of the Mass chapter of the Strategic and Competitive Intelligence Professionals (SCIP) group and won a Catalyst Award from SCIP i

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