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Customer Experience Optimization
Why Is Customer Satisfaction And Customer Loyalty Research Important?
The goal of Decision Analyst's Customer Experience Optimization is to help
companies maximize long-term profitability through reaping the "lifetime
value" of its customers. The goal is not to maximize customer satisfaction
or customer loyalty, but to optimize customer satisfaction and customer loyalty.
Helpful in determining strengths and weaknesses of corporate customer satisfaction
and customer loyalty programs, qualitative research is usually an introductory
step in developing an integrated customer satisfaction and loyalty program.
Our qualitative experts conduct in-depth motivational research interviews
with both employees and customers to develop a deep understanding of the factors
and dynamics involved in customer satisfaction. Hypotheses about how to improve
customer satisfaction and loyalty are derived from this motivational research.
Studies repeated at specified intervals give organizations a history of information
about customer or employee satisfaction, revealing trends in both satisfaction
and loyalty. Tracking studies are especially useful in determining and monitoring
key variables that influence satisfaction and loyalty—which in turn can
influence company profitability. Tracking studies may be conducted using any
of the following methods:
- Telephone
- Mail
- Internet
- Interactive voice-response systems
Transaction Monitoring (POS)
These studies provide measurement of customer satisfaction at different points
of customer contact. For example, customers who call a customer care center
might complete a satisfaction survey soon after their call-center experience.
Other customers who purchase a product in a retail operation might receive a
POS invitation to complete a questionnaire requesting information on that experience.
Transaction monitoring focuses on increasing customer satisfaction at particular
stages or in specific places. Such a micro-examination of customer experiences
allows companies to improve customer satisfaction through streamlining processes
and reducing customer problems at specific stages or points. Transaction monitoring
may be conducted using any of the following methods:
- Telephone
- Mail
- Internet
- Interactive voice response systems
Exception Systems
The exception-system concept offers an economical way to monitor quality,
systems, and processes. Customers are encouraged to “cry out” if
they experience a problem or are unhappy for any reason. Happy customers are
largely ignored in this approach. By tracking those who are unhappy enough to
respond in some way, overall trends and patterns of dissatisfaction can be inferred
and tracked. Problem areas are pinpointed for remedial actions. Exception systems
may use any of the following methods:
- On-package or in-package invitations
- Interactive voice-response systems
- Quality-assurance panels
- Comment cards
- Online systems
Customer Value Analysis
What is the lifetime value of different groups and types of customers? How
can you focus more resources on the most profitable customers, and fewer resources
on the least profitable? In-depth analyses of customer records and purchasing
patterns, plus extensive survey research, are components of a comprehensive
customer-value analysis.
Marketing Integration
Customer satisfaction is determined not only by the quality of a company’s
service and products, but also by its positioning, branding, advertising, promotions,
pricing, etc. Decision Analyst strives to integrate all of these elements to
truly optimize customer satisfaction and loyalty. Importantly, the goal of these
analyses is not simply to maximize customer satisfaction, but rather, to optimize
it. The ultimate goal is to maximize strategic profitability. Customer satisfaction
and loyalty are components in the strategic equation, but are not the only important
variables.
Employee Satisfaction
Employee-satisfaction evaluation and measurement are crucial parts of corporate
satisfaction and loyalty programs. Employees are the contact points between
the corporate brand and customers. Dissatisfied employees often lead to dissatisfied
customers. Employee satisfaction can help improve long-term profitability in
four ways:
- Happy employees tend to do higher-quality work.
- Happy employees tend to be more productive.
- Happy employees are more likely to stay with your company.
- Happy employees tend to create happy customers
Dealer Satisfaction Research
Among automotive OEMs, managing expectations of new vehicle dealers is a critical
component in optimizing business relationships and managing long-term profitability.
Satisfaction with financing, service promotion, parts delivery, and product
issues are some of the essential types of information required to effectively
manage dealer relations. We use both qualitative and quantitative techniques
to help OEMs diagnose problems and track satisfaction among their dealer body.
Customer Loyalty Simulator™
Companies can drive customer satisfaction and loyalty higher and higher by
improving quality, reducing prices, and improving service—but this road
can lead to bankruptcy. The goal should not be higher and higher levels of satisfaction,
but rather, a level of a satisfaction that optimizes a firm’s long-term
profitability. The goal is to understand how customers’ experiences and
perceptions of brands lead to future outcomes, such as:
- Brand purchase
- Customer retention and brand loyalty
- Share of market
- Sales revenue
- Profitability
Customer Experience Optimization Services
If you would like more information on Customer Experience Optimization services,
please contact Jerry W. Thomas, President/CEO (jthomas@decisionanalyst.com),
or call 1-800-ANALYSIS (262-5974) or 1-817-640-6166.
Additional Resources from Decision Analyst
Customer Satisfaction Services
Brochures
Customer Satisfaction Case Histories
Customer Satisfaction White Papers
