Online Research with Vision Critical
Vision is critical when you try to manage the Customer Experience. Good research tools are critical to enable proper Customer Experience Management (CEM).
Over at Vision Critical, the latest Angus Reid project, they have been busy building new market research tools. According to a quote from Dr. Angus Reid, CEO of Vision Critical (and “Industry Icon” according to their web site), they have “..squeezed the functionality of a large research enterprise into a software system..”.
Vision Critical’s products include:
Panel+ , an Internet based panel management system that will take care of everything, from profiling to surveys to reporting.
Fusion, a complementary suite of rich media applications that include interactive visuals, streaming video and 3D virtual environments.
FasTrac, a service for those who want to outsource the development, programming, and hosting of their online surveys.
Their efforts are starting to pay off, and Much Music, one of their clients, was recently named “Brand Of The Year” by Strategy Magazine.
I have tried Vision Critical’s demo of Fusion Online Shelfset. I like the idea, but not the interface. Instead of requiring an user to click on arrows to navigate around, I’d prefer an Ajax[Wiki] like application interface where you can move around using your mouse pointer. Google Maps is a good example of such an application.
Unfortunately I don’t think Ajax would be able to provide the needed data for proper analysis of what takes place during a session. [Please let me know if such tools are available!]. And without data your research results aren’t that good.
For those interested in Ajax Applications and the customer buying process: In New Zealand Tim Haines has invited to a “blogversation“ to see “…how AJAX could be used to improve one part of the shopper’s buying process”. Elsewhere, Dan Grossman [A Venture Forth] has a list of “Top 10 Ajax Applications“
Good research information and analysis is important for proper management of the customer experience So is the usability[wiki] of interface (tool) facing the customer.
Bernd H. Schmitt, in his book about Customer Experience Management (CEM), suggests there is a five step process to connect with your customers at every touch-point.
ยท Gain original insight into the customer’s world
ยท Develop an experiential strategy platform
ยท Create a unique and vivid brand experience
ยท Provide dynamic interactions at the customer interface
ยท Innovate continuously to improve customers’ lives
The tools from Vision Critical will be helpful for those trying to develop a successful CEM strategy. A note of caution though, to all those trying to develop better relationships with their customers: Not all customers are equal! Some will be profitable, many not. Do your research and then develop your initiatives focused on those that will help grow and sustain your business.
roar at roarweb dot com
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