Consumers may differ in their demographics, lifestyles and personality, tastes and preferences, attitudes and behaviour. Consequently, a couple of consumers who differ on any of these characteristics may experience differently the same event or activity, service episode or product usage (e.g., by the thoughts and conclusions, feelings and emotions the experience evokes in each consumer).… Read More
Digital Changes Coming Ahead for Marketers and Consumers
The digital landscape in marketing and e-commerce is fluid and evolving continuously. In the meantime, the patterns and habits of consumer shopping behaviour also keep changing. Most notably in recent times, consumers were driven to modify their shopping behaviour due to restrictions imposed during the course of the coronavirus pandemic. However, consumers have had to… Read More
Differences and Conflicts Between Metrics of Response to Customer Service Calls
First Call Resolution (FCR) is a key performance indicator for service call (contact) centres. The indicator pertains to success in achieving a resolution to a problem or an issue raised by a customer in his or her first call made to a contact centre. The metric of FCR success rate (%) usually concerns phone calls,… Read More
As Airplanes Fly Again: Recovery & Disruption
Two years ago there were strong concerns that it could take two to five years for the air travel industry to resemble its operation in 2019, prior to the Corona pandemic, mainly in terms of volume of passengers and scale of aircraft fleet in use. It was predicted that resumption of air passenger travel as… Read More
Understanding Consumer Approach to Transformational Vehicle Technologies
Two important technological developments with transformational power in vehicles are taking place side-by-side: electric vehicles (EV) and autonomous vehicles (AV). They have the power of transforming consumers’ experiences of driving their cars, or travelling as passengers, and maintaining them, possibly changing the way consumers perceive passenger vehicles in whole. The purposes and functionalities of the… Read More
Rebuilding Customer Loyalty in Hospitality
The coronavirus pandemic, with its changing virus variants arriving in multiple waves, caused havoc and serious disturbances in tourism, including travel, hospitality, and myriad of touristic activities. In some periods the pandemic waves caused almost a complete halt of travel, while in other periods there was partial resumption of tourist travelling and vacations. As hospitality… Read More
Working Towards Display of Less Merchandise in Stores
As consumers purchase online more frequently, and in larger volumes, the experience of shopping in brick-and-mortar stores is changing. Consumers these days could be looking for something different than before when shopping in stores; and so, the roles of physical stores also have to be modified with the changes in consumers’ tastes and shopping behaviour.… Read More
A Road Map to Customer Insights
In the crossroads of marketing research and customer research, a field of customer insights is flourishing. Instead of talking merely about research findings and conclusions, practitioners (managers and professionals) are developing and discussing customer insights. The term ‘insight’ does sound deeper and more clever, with potentially more ingenuine and farther-reaching meanings and implications. Especially when… Read More
A Combined Impact of Sight and Touch on Product Choice
There is ample research and articles on the roles and effects of each of the five human senses (vision, auditory-hearing, olfactory-smell, taste and touch) on perception and higher-level cognition, emotions, decision making etc. But the senses very often do not operate in isolation from each other — two or more senses can be activated together… Read More
An Illusion of Living in the 1970s: The Design and Experience
The cinema film ‘La Belle Époque‘ (France 2019, Director & Writer Nicholas Bedos) is intriguing, amusing, and in some moments fascinating. The story and scenery are quite unusual, having many aspects, and holding some surprises. Beyond the story of this romantic comedy, viewers are introduced to a special experiential production of past periods that customers… Read More
Consumer / Shopper / Customer Behaviour 