Question

Topic: Customer Behavior

Customer Loyalty Survey Results

Posted by Anonymous on 9/7/2005 at 4:40 PM ET 125 Points
require recent examples of customer satisfaction surveys in business to business relationship ie what factors encourage customers to remain loyal, what factors if expectations are not met will make them look or go elsewhere
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RESPONSES

  • Posted on 9/7/2005 at 9:24 PM Accepted
    The answers to your questions will vary considerably by industry. They might even vary within an industry ... by segment, region, or company.

    If you want actionable information, you'll probably need to do primary research of your own. Ask your customers what they look for in a supplier, what they value, and who they would cite as particularly good/bad suppliers and why. Then ask them how your company stacks up on each criterion they mention. Finally, ask how likely they are to buy from you next time and/or how likely they are to recommend you to friends/associates.

    BTW, there's a good article in Business 2.0 about the ONE question that correlates best with customer loyalty. Worth reading the article. It's called:

    The Only Question That Matters

    Good luck.
  • Posted on 9/8/2005 at 4:25 PM Accepted
    I agree with MGoodman - you will need to do some primary research for answers specific to your product and market.. The article he referenced, "The Only Question that Matters," is OK for predictive purposes - but provides no managerially actionable information.

    Customer loyalty is based on perceived value, and value definitions and perceptions change from one product/market to another. For a more detailed discussion of these differences, visit www.MarketValueSolutions.com. Good luck!
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