Customer Satisfaction Surveying
Many businesses see the need to integrate market research into their CRM processes, because even though the CRM data gives powerful insights into what is happening, it does not shed light on why things happened.
The best people to give this detailed information are your customers and the only way to get the information from your customers is through market research initiatives. Few companies, though, have managed to do this integration successfully in a way that benefits both the research and the relationship with the customer.
The high correlation between satisfaction ratings from a good customer satisfaction
program and customer retention is beyond doubt now. However the ultimate goal of market researchers is to get more specific information by bringing the research closer to the 'moment of truth' for the customer, ie questioning them about a specific event while they can remember all the details. An event: a visit to an outlet, a phone call to a service centre, even an abandoned shopping basket on a website can set in train the actions to ensure this customer is picked up for interview in a relevant survey within 24 hours.
MARSC is a unique solution for managing the interface between operational systems and research activities. It will help you achieve the
ideal of event-driven research and customer satisfaction
programs perfectly coordinated with actual customer activity. It will:
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Improve the accuracy of your sampling
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Deliver insights while the issues are still fresh in the customer's mind
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Avoid unacceptable hassling of customers
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Allow you to integrate on-going Market Research activities with the individual requirements of ad hoc projects.
