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The BTI Consulting Group, Boston, MA just released the results of a new survey of law firm Chief Marketing Officers (CMOs). The results are based on telephone interviews conducted during the first quarter of 2003 with the CMOs of 62 AmLaw 200 firms. Among the findings:
The full analysis of the survey is available in BTI's 'CMO Strategies for Success' at http://www.bticonsulting.com/
www.ftc.gov eMarketer.com www.metagroup.com www.forrester.com
Building a Customer Experience Metrics Portfolio.
How should firms measure customer experience? Customers naturally rate their interactions based on factors such as previous experience and current perception. If your firm wants to change customer perceptions, or influence future 'buying' behavior, you must build a metric portfolio that includes data on customers': past actions and experiences; demographics and psychographics; and direct observation of customer behavior. Short of becoming a crystal ball gazer, you can talk with firms such as ForeSee Results and Usability Sciences (for online behavior) and InContext Enterprises (for offline behavior) to evaluate future activity based on past behavior.
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