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Loyalty Research Process
Loyalty Research Center works with clients to manage their Customer Satisfaction / Customer Loyalty research programs. Customer Satisfaction Measurement (CSM) has been an important segment in the marketing research industry, and the Loyalty Research Center has a number of attributes that are very helpful in setting up and managing a high quality Customer Satisfaction Measurement program. These attributes include:
Customer Satisfaction modeling usually follows a format or hierarchy similar to the schematic shown below. Using this example, specific questions would be asked to obtain customer feedback and performance evaluations at all levels. A Hierarchy of Customer Satisfaction and Loyalty Measurement
Asking customers questions (on a regular basis) following this hierarchical model both captures the quality metrics required in business today, and defines the interrelationship of these metrics. The hierarchy's strongest contribution lies in outlining an analytical framework that allows the Loyalty Research Center to thoroughly understand the underlying structure of customer satisfaction and loyalty. Level A: Questions that Focus on Customer Relationship Outcomes Level A of the hierarchy measures the customer relationship oriented outcomes that your company seeks to achieve by directing efforts toward quality. The goal of a company's focus on Level A in the model is continuous business success through the creation, maintenance and enhancement of customer relations. Level B: Questions that Focus on Value The 1990's are definitely the decade of the "value wars". Level B of the hierarchy captures the impact of price, quality, and images on the value formula in the eyes of your customer. A rising sophistication of both consumer and industrial buyers, coupled with increased competition, means that companies must be more effective in demonstrating value superiority in order to win sales and keep customers. Level C: Questions that Focus on Key Business Processes Level C of the hierarchy model looks at a company's performance in business processes and products that are visible to customers. Given that all businesses are run by using multiple internal processes, how your customers evaluate performance on key business processes and products helps determine their perception of the company's overall quality. Your company's "total offering", is really the sum of the tangible and intangible outputs created by these separate processes. Process outputs should be complementary and each process needs to conform with customers' specific expectations and requirements. Level D: Questions that Focus on Process Attributes The ability of the organization to satisfy customer needs within key process areas is dependent upon secondary attributes that reflect the customers' requirements and expectations for the process outputs. Based on your customers' evaluation of specific process attributes at Level D, customers will make a summary judgment as to whether their expectations of the process were met or net met. This judgment, in turn, influences the customers' evaluation of process quality. Using a Model like the one shown above, a Hierarchy of Customer Satisfaction, along with the tools and consulting available to LRC clients from our data collection, analysis and experienced staff, creates a good partnership. The Loyalty Research Center® and our clients measuring and managing Customer Satisfaction and Customer Loyalty together. For more information contact:
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Loyalty Research Center® (LRC)