Action-oriented reporting
A customer is not just a customer. Some customers are far more important to the business than others. For this reason, we recommend that a natural part of a customer analysis includes an analysis of how the various customer segments see the business and the products and services that it offers to the market? Is the company viewed more positively in the attractive customer segments – or does it have difficulty differentiating the way customers are handled? By looking at the relationship between the customers’ loyalty and satisfaction, we can divide the customers into five segments. At the same time, we are able to identify priority areas. Loyalty segmentation and the priority maps have shown themselves to be extremely strong tools for our customers, who are looking for report contents that can be acted upon.
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Are your customers on their way out?
Some customers are faithless despite their high satisfaction (this is typical in industries in which customers find it easy to change supplier, such as retail, airlines and so on), while others remain faithful customers despite being extremely dissatisfied (this is typical in industries where change is difficult, such as pensions, banks and so on).
That said, the critical customer must basically be considered as on their way out of the business. Ennova’s experience shows that in the normal competitive conditions, 50-60% of the critical customers will no longer be customers in two years.
If your company wishes to connect the survey to specific scenarios such as call centre activity or other points of contact, Ennova has extensive experience of performing event-based surveys.
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Contact Pernille Lundtoft Jensen: Tel. +45 86 20 21 20 or e-mail: plj@ennova.dk |
