Measuring customer satisfaction
Measuring customer satisfaction has become self-evident for many organizations. There are many tools available with which you can set up and carry out a customer satisfaction survey or an NPS measurement yourself. Forum Research goes a step further: we prefer customer experience research, which also brings to the surface things that are in the subconscious intuitive brain of your customers. This is important because scientific research shows that people are mainly guided by their intuition (emotions), rather than their cognition when making choices. This also applies to the choices your customers make about whether to come to your store or to choose another provider.
Customer satisfaction research for b2b and b2c
Forum Research applies its innovative customer satisfaction research in both b2b and b2c markets. In the design of the research, we work mostly with open-ended questions. We use neuroresearch techniques to invite customers to openly share with us their experience with an organization, product, or service and what feeling remains after that experience. Using artificial intelligence, we extract the dominant emotion customers have with the organization or product and what factors created that emotion, from their open answers. We call this implicit customer experience research. Because we do not present a list of concrete aspects or factors, our method is much less directive than a traditional survey. Thereby, the goal of our customer satisfaction research is to find out the information that is in the customer's brain, rather than just a numerical assessment of a product or service. After all, what's in your customers' brains determines their choices in the future, and that's what you want to drive! And of course, we help you with how to influence the information in your customer's brain.
Customer satisfaction research for not-for-profit
Forum Research also conducts customer satisfaction research in not-for-profit markets. The challenge here is that there is usually no competition within not-for-profits. As a result, the popular Net Promoter Score (NPS) question, does not work well within the not-for-profit environment. Forum Research's implicit experience research is an excellent alternative. For example, we conduct residential experience research for housing corporations and environmental experience research for municipalities. In both cases, we do not present a long list of numerical questions or statements. Experience is a feeling and you can't measure that with numbers. Instead, we ask many open questions from which we extract emotions as well as the factors that determine the creation of those emotions, using artificial intelligence.
Whitepaper: The NPS era is over, what’s next?
The NPS metric has conquered the world since 2003. However, the NPS framework is starting to show its limitations. Companies no longer know how to take NPS results to the next level. There are no new insights anymore, or all insights have been acted upon long ago. Read our whitepaper 'Beyond NPS, what's next': Discover why the NPS question does not give us full insight into people's behavior. And how you can take the next step after the NPS era.
