Abstract
A paper from a major client company (British Telecom) describes how B2B research is used and fed into BT's strategic thinking: how it is turned into actionable insights. A detailed case study is described showing how BT Retail ensures that research is neither too general to be actionable nor too specific to see the bigger picture. It also shows how each piece of research is set in the context of other related information. Covers: the management structure, customer satisfaction modelling, monitoring the CS programme, communicating effectively, detailed research programmes underpinning the main evaluation.
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