The ROI of customer satisfaction research – a case study proving its value
Jonathan WibberleyBT Global Services, United Kingdom
Phyllis MacfarlaneGfK NOP, United Kingdom
INTRODUCTION
“Today, firms must produce superior products, sell smarter,...
The ROI of customer satisfaction research – a case study proving its value
This paper discusses the ROI of BT's extensive Customer Satisfaction programmes which cover the full range of Consumer, SME and Major Customer bases.
