Why is there a firewall between CX and MR and how do we bridge the gap?

MRX (Market Research) and CX (Customer Experience) are two related but distinct disciplines that focus on understanding and improving different aspects of a company’s operations. MRX and CX often overlap in their objectives, methodologies and types of data used for change management.

MRX primarily centers around gathering and analyzing data to gain insights into markets, consumers, competitors and industry trends. It involves techniques such as surveys, interviews, focus groups and data analysis to provide a comprehensive understanding of the market landscape, customer preferences and market opportunities. MRX encompasses a wide range of activities, including market segmentation, product testing, pricing analysis, brand perception studies, competitive analysis and market forecasting. It aims to inform strategic decision-making, marketing campaigns and overall business strategy.

CX research specifically focuses on understanding and improving the interactions and perceptions customers have with a company’s products, services, and brand. It seeks to enhance customer satisfaction, loyalty, and the overall experience throughout the customer journey. CX research employs similar methodologies as MRX, such as surveys, interviews, observational studies, and data analysis, but with a stronger emphasis on real-time customer feedback, sentiment analysis, customer journey mapping, and user testing. The goal is to capture and analyze customer interactions and experiences across touchpoints like customer service, website experience, product usability and post-purchase support.

Key differences between MRX and CX: MRX focuses on broader market insights, while CX research centers on specific aspects of the customer experience. MRX aims to understand markets and consumer behavior, while CX research seeks to monitor, measure and enhance the customer experience. Both disciplines play crucial roles in informing business decisions and improving customer satisfaction, loyalty and overall business performance.

In this session, you will learn how MRX professionals can use CX data to answer strategic questions and provide guidance on future decisions.

Key takeaways:

  1. Learn how MRX practitioners can tap into CX data for insights and answers to current marketing questions.
  2. Understand the key distinctions between CX and MRX (Focus, Scope, Methodologies and Timeframe) and how these complementary disciplines can inform and support each other.
  3. Improve customer satisfaction, loyalty and business growth by combining these data sources for real-time and future decision making.

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