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The recent Customer Experience World conference speakers noted an evolution in focus from customer engagement and satisfaction to employee engagement and satisfaction. One presenter even simplified it to the point of saying that the people in a business fulfil one of two functions: They’re either serving the customer, or they’re supporting someone who is serving the customer.
For market research professionals, the advent of hyper-personalisation holds interesting implications. We can no longer advise our customers to do satisfaction surveys once a year or to segment their customer base into six or eight macro categories.
In Gartners famous hype-cycle, new industries with technology triggers go through phases beginning with hype and ending in a plateau which is preceded by a Trough of Disillusionment.