OHINKY Chapter Meeting
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Presenter: Jay Zaltzman, “How Qual Can Own Customer Experience”

When: Friday, September 15, 2017
11:30 AM - 1:30 PM EDT
Where: Burke Market Research
500 West 7th Street
Cincinnati, Ohio  45203
United States
Contact: Sharon Laukhuff

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Our September 15 OHINKY Chapter Meeting will feature Jay Zaltzman from Bureau West.  While the name “customer experience” sounds similar to “user experience,” there is an important distinction: the field of customer experience offers a greater opportunity for qualitative researchers!  While user experience (or “UX”) is more focused on technology and design, customer experience (or “CX”) has a great deal of similarity to what we’re already doing as qualitative researchers. It involves looking at what customers experience at every touch point with a product or service, in order to inform marketing strategy.  CX also looks at how different groups of customers might have different experiences and how to customize the ways in which we approach the different groups.                                                  

The research to inform CX is frequently done by technology people, but they really could use our help: we can truly provide them with added value.  When customer experience research is conducted from a technologist’s perspective, it can be incomplete.  For example, customers might record positive ratings on all their calls with polite customer service reps, but still be unhappy with their overall customer experience.  Successful customer experience research should consider the steps customers take along their journeys from both objective AND emotional perspectives.

Here’s what you will learn at this workshop, after which we will implement what we learned by planning CX research for a fictional project:

  • How to speak the language of customer experience (VOC and NPS, anyone?)
  • How CX research can open opportunities for new business and enable you to provide greater value to your clients
  • Specific CX research approaches to add to your arsenal, including customer journey mapping and key touch point research

About Jay Zaltzman:  Jay has been conducting research for over 20 years, but he finds that staying current on new developments keeps things interesting!  He has been a QRCA member since 1996, and is currently serving on the board of directors as vice president.  Jay lives in Palm Springs, California, where he is co-founder of Salon for the Parched, a monthly gathering for creative thinkers.


Members - $25; Non-Members - $35.  

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