Using neural networks to put customer satisfaction data into action

Leihr Thomas and Stadtler Klaus

Customer satisfaction analyses often suffer from the fact that it is difficult to compress the large amount of gathered data material into relevant, concrete action recommendations for decision makers, whereby the practical significance and operative convertibility of the results is particularly disputed.

Using neural networks to put customer satisfaction data into action

Klaus Stadtler and Thomas LiehrInfratest Burke Gmbh Co., Germany

Measuring Customer Satisfaction

Customer orientation is a key business issue. Human beings do business with human beings, not with companies. A company therefore has to manage its relationship with its business partners. Monitoring customer reactions is becoming an increasingly important part of corporate market orientation. It would appear that customer satisfaction research and consulting approaches will be a very important market in coming years.

The basic goalof any customer satisfaction measurement program is to provide a...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands