Relationships are forged at the intersection of company performance
and customer experience. While marketing communications seek to stimulate
and influence perceptions, only a favorable customer experience can
transform a sale into a relationship.
Loyalty Says it All
A loyal customer base drives a thriving, stable, profitable
business. Loyalty results from a commitment to excellence that creates
trust in your market. Loyal customers grow easier to serve over
time, tend to increase purchasing volume, raise barriers to competition,
view you as a trusted business partner and become sources of referrel.
Market-driven companies actively listen to the voice of the customer.
Their employees strive to anticipate and satisfy customer interests,
and take pride in their work. Their company culture strives to outperform
every competitor. Unity of mission and focus results from open,
goal-oriented communications. In short, they are high-performance,
smoothly operating organizations.
Unfortunately, not all customer experiences are visible to your organization. Dissatisfaction drives customers away, and many don’t complain. Consider these examples:
While your organization may do better than average, as a professional,
you know there is always room for improvement.
Customer Satisfaction is not a study...
Customer satisfaction results from business processes
that lead to performance excellence in the eyes of the customer.
Impressions can be managed at every point where customers meet products,
services and supporting processes.
Satisfaction research focuses a microscope on performance…
studies evaluate sources of awareness, motivations for trial
and loyalty, perceptions of quality and performance gaps relative
tracking issues periodic report performance report cards to
visibly illustrate progress to management and staff.
investigations remedy points of dissatisfaction…
for poor performance in a specific product or service
and distribution channel attitude and performance
for lost sales and competitive disadvantage viewed from
the buyer’s perspective
of defection and early warning signs for critical performance
studies integrate bottom-up knowledge from the front lines of
customer contact with top-down strategic vision from the executive
can even create supporting resources to market study findings
internally and generate action … white-papers, posters
and flyers, organizational development workshops and training
Dedicated to your satisfaction…
You deserve attention to your goals and objectives, willingness
to invest the time to know your company, expert advise framing marketing
problems and studies that generate actionable results. You also
deserve a close collaboration and a cordial, open working relationship.
We are committed to providing superlative research that goes beyond
satisfaction to delight you with your results.
And dedicated to positive respondent experiences
If you believe that every point of customer contact counts
as an impression, you should be as concerned as we are for the experience
of respondents in the research process. There is no reason for research
to be unpleasant.
Onerous surveys abuse your customers. They reduce response rates
and don’t really get to the information you want to find.
We recently reviewed a healthcare customer satisfaction survey designed
for a machine … quite literally. Circular dots to fill in
completely, stiff, boring layouts, confusing mechanics and skip-patterns,
repetitive 20-item rating batteries, and far more.
Customers should be glad to help you deliver quality products and
service, and delighted that you have asked. Survey designs can be
pleasant, thoughtful and to the point. They can incorporate company
colors, logos and themes, with useful graphic backgrounds to support
respondent's attention to question flow. Redundant, boring content
can be systematically reduced through analysis to a minimal set
of indicators with maximum descriptive potential. To examine occasional
problems, a separate diagnostic drill-down step can make inquiries
in greater detail with those who are agrieved, while sparing those
who have had a satisfactory experience.
You get the point …
We’d like to be part of your success.
or call 800-717-4503 today to discuss how we may serve you, your
company and your customers. Or, if you prefer, use our
Attitude & Usage
Loyalty / Value
Quality Needs & Measurement