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.

The ROI of customer satisfaction research – a case study proving its value

Jonathan WibberleyBT Global Services, United Kingdom

Phyllis MacfarlaneGfK NOP, United Kingdom


Today, firms must produce superior products, sell smarter, and understand their markets as a whole – but their ability to successfully interact with individual customers offers the most important source of competitive advantage.” V. Kumar and G. Ramni, 2007

It seems that Customer Satisfaction research is finally coming of age – rather than being a rather obscure discipline, beloved only of B2B suppliers and the automotive and financial sectors – it...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands