Objectives: Customer satisfaction, CRM research

 

The practical value of the NPS (Net Promoter Score) customer loyalty metric has been hotly debated. The NPS is based on a single question - 'would you recommend X to a friend or colleague' - on a scal ...

Loyalty marketing and CRM recognise that getting and keeping customers is vital to the success of a brand, and that calculating a customer's lifetime value vital to determining strategy. The problem i ...

Andrew Wiseman, a director at Nunwood's Market Analytics business division, argues that though customer satisfaction is recognised as an important contributor to business success, the measurement of t ...

In marketing research, and particularly in the context of customer satisfaction measurement, we often try to measure attitudes and human perceptions. This raises a number of questions regarding approp ...

The Net Promoter Score is gaining ground as a measure of customer satisfaction. It relies on two scaled questions: 'how likely would you be to recommend us?', and 'if you wouldn't recommend us, why no ...

Fairmont Hotels & Resorts is embarking on the fifth year of the management of its online FPC Guest Advisory Panel. Gathering a diverse range of guest feedback, this Panel has proven to be an invaluabl ...

The paper describes how predictive research analytics has been used to optimise MyTravel's property portfolio, resulting in a redefined hierarchy of importance in terms of what guests want from a hote ...

Internet bank, Egg, says its aim is to differentiate itself from other banks by helping consumers make informed choices about money. It regularly measures customer satisfaction and in response to feed ...

In today's competitive environment, companies that want to survive need to improve their products and services. If customer satisfaction measurements are used as a source of improvement effort, the re ...

A persistent problem in customer satisfaction measurement is a tendency towards high or skewed measures of satisfaction. Consequently, there has been research interest in what makes customers either l ...

The Audit Commission is the most important regulator of local councils. As such, this body has considerable power to promote or discourage the use of public consultation in local government. This pape ...

It has been widely argued that the new consumer is active, knowledgeable, demanding, channel-hopping and, above all, experience-seeking. Yet market research often continues to survey consumers as if t ...

Caroline Whitehill, co-founder of Acacia Avenue, looks at the reasons why people act habitually - a key factor in brand loyalty. She develops six theories for 'inertia', and discusses a number of way ...

While there has been good progress in the past several years in the conceptualization and understanding of the determinants of satisfaction, analytic methods for understanding customer satisfaction ha ...

This paper illustrates the evolution of the dealership training for Ford of México with the global customer satisfaction program, Customer Viewpoint. Ford of México evolved from communicating research ...

Dr Hugh Wilson and Lindsay Bruce, from Cranfield School of Management, and Jennifer Love, from IBM Business Consulting Services, explain the importance of finding ways to measure the value generated b ...

The ability to innovate is a fundamental marketing activity, yet it remains a precarious one for many marketers. Market learning is frequently viewed as a precursor to successful innovation, but the t ...

Experimental methods have a relatively low penetration into market research practice, despite their many inherent strengths. We review the strengths and weaknesses of four major experimental and quasi ...

In this article Andrew Greenyer, director of customer relationship solutions at Group 1 Software, reviews the role of data in business, examines how data availability is becoming more limited, and des ...

Although an important avenue for customer value creation is the interaction between the service frontline employees and their customers, little attention has been paid to the consequences of frontlin ...

Since the publication of Churchill’s (1979) paper in which he proposed a ‘paradigm’ for the construction of multi-item scales, scholars have developed a considerable number of such scales designed to ...

Discusses the theoretical and practical benefits for market research of Bayesian analysis. Bayesian analysis has always been considered challenging, because it requires integration over what are often ...

The use of artificial neural networks (ANN) as an alternative approach to multiple regression has gained popularity in different fields, and some studies have demonstrated the superiority of ANN over ...

ABN-AMRO wanted to launch a credit card in India but it was late into the market – the biggest four banks already accounted for 75% of the market. In addition, Indian consumers are wary of credit card ...

This paper reviews the process through which BBVA developed and implemented its brand strategy, resulting in strategic positioning (“Brand Vision”). Concerning implementation, steps were developed to ...

The approach used outlines an achievable, tangible and actionable method to extracting the value from customer knowledge and create real business value. This approach integrates a strong base of custo ...

Standard Chartered Bank has over 500 locations around the world and employs over 30,000 staff. It created a new customer feedback survey to get customers to evaluate their experiences and identify way ...

This paper reviews some of the key issues facing organisations that monitor customer satisfaction on a global basis. In particular, it investigates the banking sector and draws on the experience of gl ...

In service industries, customer relationships are built on experiences – good and bad. If the experience doesn’t live up to the brand promise then the relationship will fail. This paper argues that th ...

Tim Wragg and Michael Lowenstein, from the Customer Management Centre of Excellence at NOP World, explain the importance of customer advocacy to brand success. They see this as more than merely word- ...