Introduction
If there is one sine qua non condition for guaranteeing the ROI of Customer Experience studies, it is to maximize their actionability, by involving the teams concerned in the exploitation of the results, and why not even upstream in the design of the metrics.
This is the key conviction developed here by Lea König and Truong Nguyen (Head of Mystery Shopping department at OpinionWay), who outline the approaches that can be used to achieve this ambition in an exclusive interview to read in Market Research News.
