Customer Relationship Management (CRM): Customer sat...

 

Although one of the key objectives of relationship marketing is to build a strong relationship with customers, the construct of relationship strength is recent and there is little research into its me

The article argues against two marketing myths, uniqueness and table stakes. People buy a brand not because it is unique but because it delivers what they want a little better. Most differentiations a

This article discusses brand loyalty and how to achieve it. The difficulties include the fact that: people have fewer long-term relationships anyway; markets are increasingly commoditised; markets are

WARC Online's US editor reports from The Market Research Event 2008 in Anaheim, California, on the approach and methodology used by research firm Synovate to help clients manage and improve customer e ...

Over time, as brands and outlets have increased, companies have learned the importance of customer satisfaction, product and service quality, and timely and cost-efficient production. But this made ac ...

This paper discusses the ROI of BT's extensive Customer Satisfaction programmes which cover the full range of Consumer, SME and Major Customer bases. It demonstrates a clear link between elements of c ...

Most major brands don't know what to do with happy customers. They make it hard for customers to say 'thank you' and don't embrace customers' positive gestures. And, if they can't do that, how can the ...

This article describes the Kano model, a flexible tool for customer satisfaction (CSM) studies. The model relates product features to customer needs, and identifies four types of product feature: exci ...

In many national economies, the automotive business plays a major role - in Germany, for instance, 10% of the working population is in some way connected to the automotive industry. In automotive reta ...

In the car manufacturing industry, boosting unit sales and market share hinges on getting end users to value the actual sales interaction and customer service. While interaction with the client during ...

First Direct uses 'personal marketing' which looks at an individual in the context of his or her life, not the objectives of the business. It argues that it’s your customers' choices and preferences t ...

Business people, while claiming to be customer-centred or focused, still tend to think from the 'inside out', i.e. in terms of the business brands and targets. This doesn't work any more. We have to t ...

This article discusses the paradox that while technology should in theory help marketers to communicate more effectively with customers and improve their service, customers feel more alienated. Call c ...

This article discusses the importance of customer service in developing a brand. There is a rich history of brands where service has been an integral part of their success, from Josiah Wedgewood in th ...

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 ...

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 ...

Drew Neisser, president and CEO of Renegade Marketing Group, produces a six-point plan for marketing survival in an age when the consumer is most definitely in charge - spurred by the internet (search ...

In this article, a hotel-and-airport horror story exemplifies what so often goes wrong with customer satisfaction (CSR). The main messages are: delivery is far more important than promise (and to prom ...

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 ...

This paper describes an innovative approach to establishing financial values for each aspect of the hotel guest experience. It addresses the following two, critical planning questions: Can employee en ...

This paper analyses why past efforts to raise air passengers' satisfaction have not helped most airlines to differentiate themselves from competitors. Using years of historical and current data collec ...

One factor that influences perceptions of recovery efforts is consumer expectations while a second factor to consider in assessing the effectiveness of service recovery efforts is understanding proble ...

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 ...

The accessibility of the internet is throwing up a constant stream of new sources of authority. As more and more of these influences come between the brand and its customers, the sense of control that ...

After years of trend presentations about how companies must change, it appears that transformation has finally arrived. The current generation is growing up in a digital world, and takes for granted t ...

This paper addresses the success story of Volvo in Germany who, by working hand-in-hand with their dealers using the global 'Customer for Life' programme, has significantly increased customer loyalty ...