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December 2, 2019

Customer Attitudes Affect Behavior: Forrester Study

Customer Attitudes Affect Behavior: Forrester Study


Hi, it’s Jamie, Senior Intern at the CDP Institute’s Department of the Obvious. Everyone else had the weekend off but I stayed behind to stoke the furnace and watch the fax machines. In return, the boss let me write today’s newsletter. We’ll start with this Forrester study for survey company FocusVision, which reported that “the way customers think and feel about an experience can predict how they will act toward a brand.” In case you were wondering.

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In-Store Shoppers Like to Touch Things and Pay Low Prices: Aptos Survey


Retail tech firm Aptos probed for consumer insights and hit the mother lode of obvious. My personal favorite is that people shop in stores because they like to “touch, feel and try on goods before they buy.” Runners up: shoppers will look elsewhere if an item is out of stock or they can find a lower price. And so much more.

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Customer Experience Leaders Listen to Customers: Medallia Report


This Medallia study isn’t packed with obvious results but holds a few good nuggets. Customer experience leaders are more likely to use multiple digital listening tools, to be “relentless” about using feedback to drive action, and to hold multiple departments responsible for CX. Less obvious: marketing ranked sixth and head of CX ranked seventh in CX responsibility. CEO, chief revenue officer, and head of account management were most often responsible.

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