How an Established Service Firm Harnessed 'Voice of the Customer' to Revamp Its Image and Increase Sales

By Jennifer Nastu
Published on 4/24/2007

A civil engineering firm with a tremendous reputation faced a major challenge: It had grown its business by repeat business and referrals, and now some of its best clients were beginning to retire. The company was losing market share. By implementing a "voice of the customer" survey and then creating marketing pieces using the words of satisfied customers, the company has given itself a more professional image. It has also increased the number of requests for proposals (RFPs) it attracts, as well as its success rate on those RFPs.

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