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The Difference Between Customer Research and Actionable Customer Research

By Ron Welty, Owner & Chief Client Officer What do our customers think of us? It’s a key question for every company with a product to sell or a service to offer, and many companies go to great lengths conducting customer satisfaction research in an attempt to gather worthwhile data on their customers’ experiences. Too often, though, those initiatives lead to data that is interesting, but not particularly actionable.  What specifically needs to be done to improve a less-than-desirable “helpfulness of staff” score?  To be truly actionable, the data needs to tell a...

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