April 2009 Newsletter

A few of you have asked why we have been so quiet! “Normally we would have received a couple of customer centric articles by now” says Greg Magennis from Stagen based in Dallas.

Well, the reason is that we have been working very hard on developing and launching MirrorWave™ - The disarmingly simple way to improve customer relationships and research in one!

Whether you are pursuing the all important retention strategy or a growth strategy, whether you are a CEO, CIO, COO, CRMmer, Marketer, Account Manager or Researcher (and many others) MirrorWave™ can help!

As most of you will be aware, Customer Experience Management Guru Reg Price and SRD Group have been working very closely over the last 4 years in the areas of Customer Experience Management, Customer Relationship Management and Customer Research. Through working together and by listening to our clients and their customers, we concluded that there had to be a better way of conducting more meaningful, more actionable, more customer bonding research! Why you ask? Well I am sure that many of you have experienced this:


This is not the only frustration or concern over Customer Research however, to see other frustrations of research and see how many you relate to, I bet that most of you can really relate to many, if not all!

Reg and SRD Group thus set about coming up with a research methodology and dashboards that would not only get organizations the feedback that they want and need more often in a way that strengthens their relationships with their customers, but in a way that leads to better and new ways of managing the customer base. We wanted to truly bring the ‘Voice of the Customer’ into the organization, something that we know (through our experience) is lacking in most (if not all) companies and, in particular, CRM applications. We wanted to improve research and make CRM more ‘outside in rather than inside out’ focused!

MirrorWave™ is the result of this thinking and it has 2 big innovations and 4 distinctions, these are depicted below.


Every year I give a guest lecture to final year students at the Auckland University Business School. Last week on hearing about the ‘longitudinal’ nature of MirrorWave™, a science graduate who was present came up to me afterwards and said “I cannot believe that longitudinal customer research has not yet been done. It is the basis for all science research which shows what happens to a subject over time and what has influenced it either positively or negatively”.

Bingo! It is what most of us in organizations want to know. Instead of just an average customer satisfaction score from a sample of customers responding to a survey (who are different every year), they would like to know how and what has caused the change of scores of the same customers over time, this way they can truly understand what is working and what is not. MirrorWave™ does this and more – as we say, it is “the disarmingly simple way to improve customer relationships and research in one!”

You can find out more about MirrorWave™ by visiting www.MirrorWave.com or by dropping me an email and I will gladly discuss and /or present MirrorWave™ to you either in person or via a web based GoToMeeting.

Kind regards



Managing Director of SRD Group, and
Director and Co-Founder of

---

The Last Word

Longitudinal research is a type of research method used to discover relationships between variables that are not related to various background variables. This observational research technique involves studying the same group of individuals over an extended period of time. Data is first collected at the outset of the study, and may then be gathered repeatedly throughout the length of the study. In some cases, longitudinal studies can last several decades.

Imagine the strength of your relationship with your customers if you did this!

---

SRD Group - Focused on performance improvement in Customer Experience and Customer Relationship Management

---

MirrorWave™ - The disarmingly simple way to improve customer relationships and research in one!

---