A very personal review

that was suceet23

in Wiesbaden

A very personal review

that was suceet23

in Wiesbaden

Two days at the succeet23 in Wiesbaden not only offered a showcase for innovations and discussions in the market research industry, but also a platform for a rich exchange of experiences. Being part of the SKOPOS CONNECT team at this trade fair was an exciting experience for me.

A very personal review
That was the succeet23 in Wiesbaden

In a fascinating lecture at succeet23 in Wiesbaden, our managing director Oliver Kern, together with Saskia Zuleger from GLS, presented a groundbreaking collaboration. The lecture was an impressive example of how the introduction of the NPS feedback system at GLS, in collaboration with SKOPOS CONNECT, significantly increased customer satisfaction and showed innovative ways to improve the customer experience. Almost 80 people were sitting in the auditorium. A really good turnout.

Measuring customer satisfaction and loyalty

The presentation focused on the successful use of the Net Promoter Score (NPS), a proven method for measuring customer satisfaction and customer loyalty. GLS was faced with the challenge of integrating an immense number of customers into the process, considering that the company delivers over 870 million parcels annually. The goal was to involve all recipients of these parcels as potential feedback providers in order to adapt GLS services to their needs. The collaboration with SKOPOS enabled country-specific evaluations and targeted measures, which were developed in the “Insight Activation Workshops” by GLS with the respective teams on site.

The NPS surveys were tailored to local needs and varied depending on the market. The collected data could be filtered by country and was evaluated in all languages using an automated text analysis. In addition, GLS incorporated further feedback sources into their processes. An interactive online dashboard was used to combine all feedback sources and to comprehensively display the measured customer satisfaction, thus enabling detailed analyses.

This presentation showed how an intelligent combination of data analysis, customer feedback and interactive tools helps companies like GLS to improve their service quality and deepen their customer understanding. The presentation highlighted the effectiveness of the NPS feedback system and showed the importance of customer focus and flexible analysis mechanisms for companies in an international environment.

How much is market research rooted in CX?

Another major highlight of succeet23 in Wiesbaden for me was undoubtedly the panel discussion, which included the expert participation of our Managing Director Oliver and other industry experts. The fundamental question of how strongly market research is anchored in customer experience management was discussed. The discussion not only covered the role of CX in companies, but also the challenges of integrating CX programs into traditional market research departments.

In many companies, customer experience management is not located in the conventional insights or market research department, but established as a separate department alongside market research. This is partly due to the high IT component in CX programs, which do not always conform to the standards of traditional market research institutes. In addition, the complexity that market research entails also plays a role, since it has many other tasks to fulfill.

The discussion, in which two tech providers, a CX consultant and our managing director as a representative of a full-service market research institute also took part, brought up various perspectives. Although the points of view were not far apart, the discussion was extremely exciting. A consensus was reached that CX requires not only IT expertise, but also comprehensive analysis and interpretation skills, which market researchers undoubtedly possess. However, it was also emphasized that IT skills are equally important.

It became clear that the growing number of tech providers gives the impression that CX can be implemented quickly and easily, but it takes much more than just the technical tools. Customer experience is not a short-term task, but a long-term program that also requires change management and a reorientation of corporate culture.

Inspiring conversations and exciting perspectives

However, it wasn’t just the official events that left the biggest impression on me. The most valuable moments were the numerous conversations I had with both long-standing partners and new faces in the industry. It was inspiring to see how engaged and interested attendees were in our projects. These direct interactions and discussions offered a look at different perspectives and innovations in the market research landscape.

The trade fair was not only a platform for presenting our services, but it also provided an opportunity to explore new avenues for collaboration and further develop our solutions to better support our clients. It was an insightful and enjoyable experience that opened the doors to new perspectives and partnerships.

The succeet23 was a demonstration of the enormous potential and dynamic development in the market research industry. I am already looking forward to the opportunities that will open up in Wiesbaden in the coming year and to continue to be involved in this exciting development.

Would you like to establish professional CX management? We would be happy to advise you!

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