BACKGROUND
A
large uniform supply company was interested in
assessing customer loyalty to their organization.
With more than 160,000 customers across 130
locations, the company originally saw a positive
trend in customer satisfaction scores. Over time
their satisfaction scores reached a plateau, and
they were challenged to determine the underlying
causes. Some initial changes were implemented, but
after two years the problems still existed. As a
result, the Loyalty Research Center (LRC) conducted
an employee mirror study and uncovered the issue;
the issue actually originated within employee
satisfaction.
SITUATION
Following the customer survey, employees
were asked to complete a nearly identical
questionnaire where they were asked how they
thought customers would answer the
questions. This mirror study produced
significant differences in how employees
thought the company was perceived compared
to actual customer opinions.
MARKETING
MANAGEMENT QUESTION
How do
you uncover differences in perception
between customer perceptions and employee
perceptions, and how do you manage the
differences?
Find out which course of action was taken
and what the results were. Read the full
text -
Case 1: Employee Loyalty Case Study:
Linkage Between Customers and Employees. |
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