FEATURE11 April 2019

Customer surround sound: Is your company listening?

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There has been little improvement in customer experience from a customer perspective, according to KPMG Nunwood research. As David Conway explains, insight professionals must understand their stakeholders, and the challenges they face, as much as they seek to understand consumers. 

For market research professionals, the facts make difficult reading. According to a Harvard Business Review article, only 11% of decisions affecting customers are backed by customer insight. So if the remaining 89% of decisions that affect the customer are made ...