sponsored by Ipsos MORI
Synovate Loyaltywww.synovate.com Philosophy
Survey methods B2B and B2C: Match methodology to need The best survey method to employ is driven by many factors including the objective of the survey (e.g. strategic, drill-down, transaction performance), type of respondent (e.g. end-consumer, trade, influencer, OEM), type of relationship (e.g. transaction, long-term, competitor’s customer), location and culture, and length of survey (e.g. 5 minutes, 35 minutes). Synovate’s data collection capabilities include CATI, internet, email, panel, IVR, postal, face to face and mystery shopping. Frequency of fieldwork Pace of change The recommended frequency of customer loyalty measurement programmes is driven by numerous factors, in particular the pace of change in the market, and the capacity and appetite for change within the client organisation. Other factors include the number of customers, the regularity of interactions/transactions, seasonality and the objective of the survey (e.g. strategic vs transaction performance). Reporting B2B and BCB: The decision on the best method for the distribution of data and information is made by the client. Synovate can deliver the results via paper or electronically via secure web access. Sampling B2B and BCB: Customer lists Where the wider marketplace forms part of the research (competitor benchmarking, noncustomers) the most appropriate sample frame would be selected. Specialisation B2B and BCB: Breadth and depth Synovate works in a wide variety of industries helping organisations strengthen and leverage their customer loyalty. This breadth of experience allows us to bring fresh eyes and cross-industry insights and best practices to our clients. Areas of industry of expertise include:
Experience Since the beginning. The thought leaders in loyalty practice have been working in this field for over 30 years. Dr Larry Crosby, Chief Loyalty Architect for Synovate Loyalty, was at the forefront of the industry in the early stages during the 1970s. Dr. Crosby and his management team have continued to evolve and lead the field. Around the world, Synovate has over 150 market researchers and consultants experienced in the design and execution of customer loyalty and customer satisfaction measurement programmes.
Other special features Achieving Maximum Impact Many customer loyalty and customer satisfaction initiatives fall far short of expectations. To deliver maximum impact on market and financial performance, the research must go beyond descriptive research to causal research. Causal modelling shows how one variable causes or determines the values of other variables and that there were no other causal factors that could have accounted for the relationship. This causal research will then be able to feed robust decision-support tools. These tools, along with processes and practices that move the organisation from awareness to customer loyalty strategic asset management, are critical to integrate the initiative into the fibre of the organisation and build commitment to the initiative over time. Some of the management tools, processes and practices that Synovate provides include:
|  Contact details Western Europe: Stephen Gosnell Holford Mews, Cruikshank Street, London, United Kingdom WC1X 9HW Tel +44 (0)20 7923 6190 stephen.gosnell@synovate.com US & Canada: Wayne Marks 1600 S. Main Street, Walnut Creek, CA 94596, USA Tel +1 925 817 2492 wayne.marks@synovate.com Asia Pacific: Francis Li 9/F Leighton Centre, Causeway Bay, Hong Kong SAR Tel +852 2839 0697 francis.li@synovate.com CEEMA: Savvas Kyriakides Alpha Business Centre, 6th Floor, 27 Pindarou Street, Nicosia 1060, Cyprus Tel +357 22 366212 Fax +357 22 332533 savvas.kyriakides@synovate.com | ||||||||||||||||||||||||||||||||||
