Spent a good bit of last week at the MRA conference in San Diego. The weather was overcast and cloudy for the first couple days, a perfect metaphor for the general mood of the industry and uncertain outlook the future holds for us. But as always, I saw a lot to be optimistic about. In particular the first and second to last presentation I watched featured experience researchers who are enthusiastically embracing the opportunities that exist today.
Hal Bloom of Sage Software talked about their satisfaction research using a standard likelihood to recommend approach. They attempt to survey every customer every year and succeed in getting 20% of them to respond. This means tens of thousands of surveys with a multiple of that in terms of open ended responses. Sage makes extensive use of text recognition software to determine sentiment and help sort out who their most vocal promoters and detractors are. A great use of new technology, but what struck me even more was what they do next.