Millward Brown

Philosophy
We examine not only satisfaction but also customer loyalty.

Traditional customer satisfaction studies have focused on customers of a brand. However, in order to understand the dynamics of the relationship between customer and supplier, we focus the context of a customer’s relationship with both his or her existing supplier and the competition in the market.

Once we understand customers’ levels of loyalty, we can gain insights into how to encourage customers into staying loyal to their current organisation, why they are satisfied with the service and what drives customers to switch to another supplier. We can also investigate how to target and win over new customers by understanding what it is that might attract them.


Distinctive features
We look at an integrated approach to understanding brands and customer satisfaction. This looks at your brand in a competitive context, allowing actionable plans to be created for the acquisition and retention of customers.

We can use our normative database to contextualise the relative ability of companies to retain their existing customers and recruit new ones.


Measures
B2B:

• Consideration
• Habit
• Perceived advantages
• Price perceptions
• Performance perceptions

• Telephone
• Online
• Face to face

• Telephone
• Online
• Face to face

Modelling	B2B	B2C
Links with customer databases
Linking CSM to financial measures
Links to other stakeholder research
Linking data to other customer measures