April 27, 2011
-- The question of whether priority should be given to customer satisfaction or profitability is one of the most crucial considerations for any modern organisation. But the fact remains that neither can truly exist in the long term, unless the other is approached with equal urgency. A healthy bottom line enables firms to go further in their efforts to serve clients well, keeping them happy and loyal to the brand. Similarly, it is the repeat business and word-of-mouth generated by positive customer experiences that keeps companies thriving. In order to achieve the right balance, businesses need to be gaining realistic snapshots of customer satisfaction, which is where effective metrics and measurements are critical.
Recent research by ForeSee Results, a leading provider of technology-driven satisfaction measurement and management, illustrated just how important best-practice customer service is in terms of influencing future behaviours. The group surveyed 20,000 website visitors in Canada during April 2011. The actions of highly-satisfied clients, those registering at least 80 on a 100-point scale, were compared to the behaviours of less content visitors, with scores lower than 70. Researchers found that satisfied consumers were comparatively 70 per cent more likely to make online purchases and 133 per cent more likely to buy offline.
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The Customer Insight and Analytics Exchange will be hosted from 13th - 14th July 2011 in London, UK. For more details, please visit the website: www.customerinsightexchange.com, call freephone: 0800 652 2363 or email: email@example.com.