Customer Insight Magazine

Summer 2020

With no mention of the C word, we're really pleased to bring you the Summer 2020 issue of Customer Insight Magazine. In this issue we’ve got a range of articles covering everything from B2B customer research, to techniques which will help you get more from your qualitative work, and advice on getting the most from your social media posts. We hope you enjoy the articles, and please drop us a line if you’ve got an interesting story to share for a future issue. Read online or download your free PDF copy.

In this issue, we hear from Chris Barnham who outlines his approach to “qualitative semiotics”, and explains that it means that semiotics can be used as a practical tool to understand how individual customers develop their associations for brands. But semiotics is not just useful in branding, and Stephen Hampshire discusses how it might be applied to the world of customer experience, to help you make sense of the ways in which customers form their attitudes.

Our case study is a fascinating interview with Iain Shorthose of Interserve, looking at the challenges of conducting and using customer research in a B2B sector that can seem highly commoditised. The reality, as Iain reveals, is that it is anything but; and that relationships remain the key to long-term success.

We've also got features on the latest UKCSI results, which reveals how customer satisfaction has evolved over the last few tempestuous months, a look at online qualitative research, the secrets of the social media algorithms and much more.

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