Conversations with Masters:
How to Better Understand Your Customers™
View Chris Ogilvie, Head of Research and Insights, Netspend, discuss:
- Why benchmarking is indispensable in understanding your customer’s journey in relation to competitors, and discerning the experiences that influence their preferences for one company over another
- How decision-makers’ preferences for qualitative or quantitative data can be harmonized: recognizing the strengths of both and leveraging a hybrid approach for optimal insights
- Why it is vital to transform a customer pain point into a tangible financial metric, be it cost leakage or lost revenue, to drive organizational change and action
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