The ROI of customer satisfaction research – a case study proving its value
Jonathan WibberleyBT Global Services, United Kingdom
Phyllis MacfarlaneGfK NOP, United Kingdom
INTRODUCTION
“Today, firms must produce superior products, sell smarter, and understand their markets as a whole – but their ability to successfully interact with individual customers offers the most important source of competitive advantage.” V. Kumar and G. Ramni, 2007
It seems that Customer Satisfaction research is finally coming of age – rather than being a rather obscure discipline, beloved only of B2B suppliers and the automotive and financial sectors – it...