Customer Satisfaction & Loyalty Measurement – Implementation
Market Probe's analytical tools offer guidance to many tactical and strategic questions common to all customer satisfaction research engagements.
Tactical Issues Include:
- What are trends in the company's performance on different customer satisfaction metrics? At different touchpoints? Converging trends on satisfaction and loyalty?
- What are key drivers of customer satisfaction with a specific touchpoint?
- What is the derived importance of different attributes reflecting a touchpoint?
- What is the projected level of improvement in satisfaction for specific improvements in process areas to help prioritize action plans by the manager or Six Sigma quality teams?
- Are some touchpoint experiences more critical than others in building overall customer experiences (i.e., technical support over invoicing)?
- What are key drivers of dissatisfaction versus key drivers of delight? How can we use this information to develop minimum thresholds on performance?
- How do customer satisfaction metrics compare to the competition?
Strategic Issues Include:
- Is there an effective way of classifying customers on the loyalty pyramid (loyal, positive, hesitant and at risk)?
- How do annual movements of customers on the loyalty pyramid compare to the competition?
- What is a realistic loyalty improvement goal?
- What is the most cost-effective way of achieving this goal? What specific investments in loyalty pillars are needed to achieve the loyalty goal?
- How can the model help to articulate a road map with specific action items for touchpoints and loyalty pillars?
- What is the competitive positioning of business compared to strategic competitors on a value map? Quality versus price?
- What are the marketing implications of the supplier's position on a value map?
Market Probe addresses relevant issues in the form of operational reports and strategic presentations. Some graphical presentations of key findings are shown below.
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