Most companies think they know why customers stay loyal. Most are wrong. This guide shows you how to find out — and what to do with the answer.
Why traditional market research gives you the wrong answer
The ethnographic research approach IDEO used for Amtrak Acela
A 3-step framework for direct customer interviews — even as a small team
How Cariboo Boot Works discovered what customers actually loved (and it wasn't the boots)
A fillable Customer Love Interview Template
"Talk to your customers, then talk to them again and again. Call them up. Invite them to lunch. Don't count on your clever logo to build loyalty." — Cheryl Taylor, Cariboo Boot Works
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Customer Love Guide — Contents
PDF · 12 pages · Includes interview template
Section 1
Why Market Research Looks in the Rearview Mirror
Section 2
The Ethnographic Research Approach
Section 3
Your 3-Step Customer Interview Framework
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