St. Louis (PRWEB) September 29, 2011
The advent of social media has transformed customer experience research, leaving many to wonder what will become of surveys and other forms of traditional research. D. Randall Brandt, Ph.D., vice president of customer experience and loyalty, Maritz Research, will explain the unique contributions that both traditional research and social media will make towards the future of customer experience research at this year’s Total Customer Experience Leaders Summit.
Social media has been heralded as the future of market research and the death of surveys. But a recent study conducted by Maritz Research demonstrates that traditional marketing research, particularly customer surveys, still plays an important function that cannot be replaced by social media.
“Both play extremely important roles, and each source provides us with insights that the other often cannot,” Brandt said. “But the truth is that most customers simply do not post about their customer experiences online, and posters differ from other customers both behaviorally and demographically. Traditional research is needed to develop a comprehensive understanding of the experiences of most customers, including but not limited to the minority who post online.”
The Total Customer Experience Leaders Summit will run Oct. 3-5 at the Renaissance Phoenix-Glendale Hotel & Spa in Phoenix, Ariz. Attendees will learn to integrate the voice of the customer into disparate pieces of customer research data within both B2B and service-oriented B2C companies.
Dr. Brandt has more than 25 years of marketing research experience focused on customer experience and loyalty research, and is a leading expert in customer experience measurement strategy. He has a Ph.D. in Communications and Psychology from Michigan State University.
About Maritz Research
As one of the world’s largest marketing research firms, Maritz Research, a unit of Maritz, helps many of today’s most successful companies improve performance through a deep understanding of their customers, employees and channel partners. Founded in 1973, it offers a range of strategic and tactical solutions concentrating primarily in the automotive, financial services, hospitality, technology, telecommunications, and retail industries. The company has achieved ISO 20252 registration, the international symbol of quality. It is a member of CASRO, ESOMAR, MRA, and is the official sponsor of the American Marketing Association.