Ipsos MORI

Customer Satisfaction Buyers' Guide
sponsored by Ipsos MORI

www.ipsosmori.com/loyalty

Philosophy
Customer loyalty is one of the most valuable assets for any business. Loyal customers create value through a range of behaviours such as repeat purchasing, increased spend and reduced response to competitor activity. Managing the complete customer experience effectively to build loyalty takes a huge amount of effort and skill – so loyalty brings a competitive advantage that is hard to beat.

We look at the customer experience as a whole, taking into account both marketing and operational factors, allowing clients to get to the bottom of where to allocate resources for the best ROI. Creating strong customer relationships involves identifying how to delight your different customer groups, as well as eliminating weaknesses that drive churn.

However, loyalty research cannot be designed simply to reduce churn. It must also provide insight to increase share with profitable customers and develop strategies to manage less profitable customers.

Our approaches are validated and we hold an extensive database of norms that allow clients to look at how they stand on both customer satisfaction and brand measures, and how these, together, build loyalty.

Ipsos MORI Loyalty can help clients integrate research data with other business information to provide the actionable insight that is the lifeblood of successful companies. We are passionate about using research to help our clients drive improvements in business performance.

Distinctive features
We are at the forefront of the latest loyalty thinking, in particular how customer research can help improve business performance.

Our Loyalty Optimizer framework offers a unique overview of the relationship between customers and a brand, bringing together process and market dimensions, while our Loyalty Index has been shown to be a better predictor of customer churn than other measures.

We can overlay research with behavioural data from customer databases to help our clients leverage their customer relationships.

Measures
B2B and B2C:

Loyalty – measures of behaviour and attitude
Overall satisfaction
Satisfaction with performance on specific aspects of the service/product
Benchmark against competitors
Propensity to recommend and repurchase
Brand image
Value for money
Key drivers of loyalty – offer, brand, price, experience, relationship
Reasons for lack of satisfaction/poor performance ratings
Improvements required/strategic priority analysis

Survey methods
B2B: Telephone, online/email, postal, face-toface, mystery shopping.

B2C: Telephone, online/email, postal, face-toface, mystery shopping, online and offline panels in major markets.

Frequency of fieldwork
B2B and B2C: Varies depending on client/issues such as sample availability, frequency and type of customer interaction, speed of market change, types of measures required.

Reporting (data)
B2B and B2C: Varies depending on client/issues such as speed of market change, decision-making cycles within the business, requirements for dissemination of business information, but most formats (both paper and electronically) can be accommodated, e.g. tables, reports, SPSS, PowerPoint, automated reporting, individual reports, online analysis and manipulation of real-time data.

We can make the results of our surveys available to our clients via secure extranets giving anywhere, anytime access. Online, secure, flexible customised reports and paper outputs are available as appropriate.

Reporting (personal presentation)
B2B and B2C: We always recommend spending time with the client organisation at the outset of any research programme in order to maximise quality, insight and actionability. Similarly we recommend personal presentations and workshops to enable the business to get the most value out of the research.

Sampling
B2B and B2C: Depends on client issues but typically for telephone, RDD, bought in, clientsupplied lists, or a combination of both; for online, client-supplied lists or our own online panels.

Specialisation
B2B: All business-to-business markets, with particular specialisation in business advisory and information services, construction, financial services, IT, manufacturing and public sector.

B2C: All consumer markets, with particular expertise in financial services, leisure, public sector, retail, technology, telecoms, travel and utilities.

Modelling	B2B	B2C

Customer lifetime value modelling

Links with customer databases

Linking CSM to financial measures

Links to other stakeholder research

Linking data to other customer measures

Experience
No. of execs with experience in CSM:
Over 250, with more than 80 in the UK. Ipsos MORI Loyalty has over 30 years’ experience in customer satisfaction studies.

Other special features
Through our global loyalty specialism, we offer our clients extensive knowledge about customer experiences and relationships across many sectors and types of company. We can share insights into best practice from many industries.

We are also specialists in employee and reputation research, and can link customer research data with other research findings.

International availability
We have a presence in over 70 countries, and customer loyalty teams in most of the world’s major markets. We offer a multi-national reach with category specialisation, and qualitative as well as quantitative expertise. Our clients and researchers can call upon the expertise of our global Loyalty Leadership Team.