About Dr Kelly Page:

Kelly Page is a distinguished lecturer in Digital Marketing at Cardiff Business School, UK.  Her research in the academic field primarlirly explores all facets of digital media, both knowlege and theory to it’s practical applications in the workplace.

As well as her academic life, she has also enjoyed much success in the commercial world working for organisations such as TLE Research as well as starting her own initiative Case Insights which serves as great place to learn more about the intricacies that make up and deliver customer service.

Key Points:

So what are focus groups? How should they be conducted and what value can it delivery your organisation?

A group of individuals selected and assembled by researchers to discuss and comment on, from personal experience, the topic that is the subject of the research. (Powell, 1996)

“Loyalty is one of the great engines of business success.”
Frederick F. Reicheld, author of The Loyalty Effect

Customer economics are changing. With one of the deepest recessions to hit the business landscape since the Second World War, it is now more important than ever that organisations keep their ear to ground, listening to what their customers really think and configuring organisational resources to best serve the needs of their customers.

The focus on customer experience in 2010 has grown exponentially throughout the year (see back issue) and although there are some schools of thought that say the bubble will burst in 2011, it is important not to overlook that there are some valuable lessons and ideas that your organisation can benefit from and put into practice to serve your customers better and retain them for longer.

Shilpa Asnani, Service Quality Executive at The International Customer Service Institute recently asked:

What do you think is the deadliest mistake in customer service or should we say “Service Excellence”?

Great question… my observation on the most deadly customer service mistake is… the gap between an organisations promise, and the customer experience.