Connecting happier customers to a healthier bottom line.
Companies use customer engagement studies to gauge consumer satisfaction and to gain the deep insight needed to determine how products and services should be designed, marketed, packaged, delivered, and priced.
In addition, businesses and organizations in all industries use engagement and loyalty studies as a critical strategy for reducing costs. After all, it takes far fewer resources to keep a satisfied customer happy than it does to attract new ones.
How are engagement and loyalty measured?
Our team uses a combination of quantitative and qualitative marketing research methods to measure engagementand loyalty, depending on our clients’ situations and markets.
For example, we might begin with focus groups or one-on-one interviews with customers, employees, or former representatives of both groups to identify important factors that lead to satisfaction, dissatisfaction, motivation, loyalty, decision-making, and choices.
We then use the qualitative results to design and conduct online surveys, telephone surveys or other kinds of surveys to gauge how your customers—or even the general population—views your company, product, and/or service.
For example, a complaint expressed by a single, vocal customer may or may not be represented within your customers as a whole. While all customer complaints are worth noting, it’s important to remember that no single business, product, or service can meet everyone’s needs. This is an excellent rationale for conducting segmentation studies, which can fine tune your ability to target customers whose needs, desires, and expectations can best be addressed by your strengths.