If you’re thinking you can develop a customer experience program from behind your desk or behind the glass of a focus group room, think again.
The ideas underlying customer experience are not new, and historically many successful entrepreneurs have used essentially qualitative research techniques to develop distinctive customer experiences…Developing a new customer experience involves risk, and research techniques – especially quantitative techniques – may be incapable of eliciting a response from potential customers where the proposed experience is hypothetical, and devoid of the emotional and situational context in which it will be encountered.
Adrian Palmer, Customer Experience Management: a Critical Review of an Emerging Idea
Customer experience has to be captured in the wild and in the moment. Focus groups are for wimps. Now, go get it.