David Jackson

David Jackson

Clicktools
David Jackson is the managing director of Clicktools, a company he co-founded in 2000. Clicktools was the first enterprise-scale, on-demand customer experience feedback management system. Jackson is the author of three books, including The Management of Advanced Manufacturing and is on the Global Future Forum's European Advisory Board.
  • Get Worthwhile Feedback From Your Customers
    0 comments 1,714 reads
    Posted on 2006-04-16
    If you want to find out more from your customers than just whether or not they would recommend your company or product to others, it's important to gather feedback. Feedback will, typically, uncover a number of areas where customers want improvements. In any organization, the demands on time and money always outstrip their availability. Resource allocation is a critical activity. Good feedback, combined with other data, can make a significant contribution.

    In selecting where to invest in improving the customer experience, all managers want to know where they will get the best return. There are four pieces of information needed to inform this choice:

    1. What attributes of the customer experience matter most to customers?


    2. How are we doing compared to the competition on these attributes?


    3. What is the likely impact on...
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  • Why One Number Is Not Enough
    0 comments 2,213 reads
    Posted on 2006-04-16

    Loyalty expert Frederick F. Reichheld's article in the Harvard Business Review, The One Number You Need to Grow (December 2003), explores issues around measuring customer satisfaction. Reichheld's research, linking a customer's willingness to recommend a firm with its revenue growth over three years, enumerates what many executives have intuitively known for many years: the power of positive word of mouth. The research seems compelling, and as an advocate of customer-focused organizations and measurement of customer experience, I am supportive of anything that reinforces my beliefs.

    In a world where the reach and effectiveness of advertising is diminishing, recommendations take on greater importance. Research by the Future Foundation shows the shifting influence of recommendations vis-à-vis advertising.

    ...

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  • Introducing the Chief Listening Officer
    0 comments 2,282 reads
    Posted on 2005-11-29
    God provided a great model for communication when he gave us two ears and one mouth.


    Take a look at the marketing department's budget. How much is spent on the different activities of research, advertising, direct mail, sponsorship, PR and events? If yours is like most companies I have met, the marketing function and the associated spend is dominated by marketing communication: getting the message out to the prospective customers.

    Communicating your message is, of course, a vital activity: Even the best product/service in the world is of little value if people don't know about it. It is also true that reaching that elusive audience is increasingly difficult and expensive. It is estimated that people are exposed to 4,000 marketing messages each day of their lives from companies trying to influence their buying intentions. And this is just a small part of the 50,000 thoughts we each have every day.
    ...
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