What Will Really Satisfy My Customers?

Our client was continuously losing business to small independent companies. Having recently reorganized by inserting operational managers into product management positions, our client required our consulting services. These individuals were not aware of how to use market research to develop their marketing strategy.

We interviewed each of the new product managers and eventually developed an attribute list for each of their product lines. We then conducted a customer satisfaction study which allowed us to determine key drivers for each of the product lines. By also performing multivariate analysis to determine weights for each driver we were able to develop a model that demonstrated how increasing certain drivers would increase satisfaction more rapidly than increasing the key driver. Plus, we were also able to model how the products were interrelated and assisted in developing strategy for packaging product lines to profitable satisfaction segments. The company not only resolidified its image but also increased revenue 30%, $15 million dollars.

CUSTOMER SATISFACTION MODELING

Measuring customer satisfaction is a tried-and-true research methodology. Our approach goes beyond standard measurements of satisfaction. In addition to determining drivers of satisfaction, we create an interactive customer satisfaction model. This predictive tool allows you to test the potential impact that changes in the key drivers have on your customers’ level of satisfaction. The result is an understanding of the specific actions which will give you the most leverage for improving overall satisfaction.

Customer satisfaction modeling provides answers to these vital questions:

• How satisfied is the market with your product or service?
• What are the key drivers of customer satisfaction?
• Which of the key drivers represent the greatest potential for improving satisfaction?
• Which actions will result in the greatest increase in customer satisfaction?

We invite you to learn more about how customer satisfaction modeling can be developed to benefit you. Contact us at 404-307-7297 or emailing Chet@BertolliRM.com.