From touchpoint to touchpoint
The relationship with B2B customers is usually more long-term, the experiences at touchpoints more intensive, and the importance of social interfaces greater than with B2C customers. This makes it all the more important to understand them at the various touchpoints. Decision tree analyses provide relevant indications for changes to decisive adjusting screws and at the same time offer starting points for more in-depth analyses. Dr. Anita Petersen and Dr. Katharina Rohrbach from (r)evolution present a method that can get more out of a classic touchpoint model and allows a comprehensive view of the customer experience with B2B customers.
Listening what is important
The open questioning of pain points or delighters is part of many surveys, and yet the qualitative insights hidden in the open...Go to publication
No worries about being replaced by AI
Members of planung & analyse's platform of corporate market researchers (PUMa) are generally positive about AI tools and believe they could make...Go to publication
Saying what is important
One of the central tasks of market research is to say what is important. The second part of the series on preference...Go to publication