Organisation: BOSMA Research International
Category: Customer Satisfaction Training
Description: A customer measurement system needs to accomplish two things: first, identify what it takes to keep customers, and second, ensure that the company is constantly providing it.....
Understanding Customer Loyalty
Virtually every company has to contend with scarce resources (time, money, staff, and facilities) as an everyday fact of life. How those resources are applied to improving services and products has a major impact on a company's capacity to retain customers and increase its position within the marketplace.
Satisfaction is less reliable as an indicator of customer loyalty because it often tends to be more passive than proactive. Product and service performance measurements can also provide little direction because of their tactical, general, and reactive viewpoint. Many measurement systems fail because they do not consider customer needs and expectations, the value of a customer, or include staff as customers in the measurement process.
Proactive loyalty and retention measurement systems overcome these deficiencies and recognize that customers make trade-offs in every service, product, and supplier selection decision. As a result, customer needs, expectations, problems, and complaints must be identified and assessed on a systematic, continuous basis.
The Dimensions of Loyalty and Retention Measurement
The overall goal of customer measurement is to identify the smallest number of variables that drive customer satisfaction, loyalty, and retention the most. An effective customer measurement system needs to:
identify customer needs, expectations, problems, complaints, and behavior.
measure and quantify them within some type of meaningful reporting structure.
yield information that can be used to improve service delivery systems, better predict customer behavior (loyalty and retention), and increase the company's competitive position in the marketplace.
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Contact: BOSMA Research International
Seattle, Washington
1420 Fifth Avenue, 22nd Floor
Seattle, Washington 98101
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http://www.bosma-research.com
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