Consumer products companies use a wide variety of distribution systems, often involving a host of intermediaries, to bring their products to market. It is as important to understand the needs of the “customer” at the intermediary level as it is with the end user. Both, from a product as well as a service perspective.
Loyalty Research Center designs customer research studies to give consumer products manufacturers insight into the total customer experience – at distributor, dealer, retailer and end user level. The channel experience is just as important to understand as the consumer experience. It can include not only product quality and other attribute perceptions, but also aspects like technical support, inventory management, logistics, packaging, delivery, customer service, billing, warranties and other operational elements.
Whether it is the channel partner or end user, our research helps clients understand the drivers of customer loyalty and formulate strategies to foster and maintain it.