Customer Research International

Strategy and Consulting

CRI delivers the highest quality research services. We do so while adopting a strategic rather than tactical approach. The advantage of a strategic research method lies in the assurance that the product/data we deliver is eminently useful to our clients, that it properly fits the sequence of research processes, is actionable, and that it is easily integrated into past and future research efforts.

A Strategy of Enterprise Feedback Management
Strategically managing enterprise feedback requires the various departments within an enterprise communicate regarding all feedback studies. This helps ensure that the data gathered are valid for both comparison and tracking.

Consequences of Unmanaged Feedback

  • Differing definitions of the customer. One department may define customers as purchasers within the past year—whether they are current or lost customers, while another department may segment customers by expenditure level, frequency of purchase, lifetime value, etc.
  • Key constructs such as service, convenience, selection, location, and others may be defined differently.
  • Measurement methods may differ—e.g. a 5-point scale versus a 4-point scale, different labels for scale positions, etc., resulting in “apples and oranges” when comparing data.

Key Elements of a Strategic Approach

  • Identify one person to lead a cross-functional team tasked with executing and reviewing customer research efforts.
  • Establish consistent definitions of key enterprise/market constructs such as customer, service, selection, price, convenience, product categories and more.
  • Develop consistent evaluation criteria to be incorporated in all research instruments.
  • Assure that your research provider understands your need to manage and warehouse customer feedback such that data are compatible and accessible to the entire enterprise over time.

At CRI we take the lead in ensuring that our clients are armed with data that is consistent, trackable, and actionable.