What makes our customers satisfied?

Customer Satisfaction programs are undertaken to identify the competitive advantage of businesses, brands, and firms.  They can be considered a part of the business and marketing Total Quality and Six Sigma programs.  According to Edwards Demming Quality is to “Delight the Customer” by “Exceeding his Expectations”.  This is, of course, easier said than done.  Both Total Quality and Six Sigma programs rest on the ability to define, measure, plan, act and control those things that influence the customer.  This must start with understanding the market; that is having a Pervasive Marketplace Awareness.  Your-Marketing-Toolkits are intended to help business management teams to fully utilize customer satisfaction study information.  Your-Marketing-Toolkits provide this ability to facilitate customer information driven business development based on affordable quantitative marketing research.  

Customer Satisfaction studies often represent the major source of quantitative systematic market intelligence for many businesses.   As such, it is critical to take advantage of that information for not only assessing the relative position of the business but to be a vehicle for planning and the identification of market opportunities.   Your-Marketing-Toolkit is designed to provide a heuristic multiple faceted marketing decision support tool.  The toolkit allows us to deal with multiple criteria for determining the attitudes of customers; that is their satisfaction, their willingness to recommend, and loyalty to your products.  Your-Marketing-Toolkit goes beyond just measuring these issues but is design to provide the “hands-on” testing of ideas and possibilities.





What drives satisfaction?

Customer Satisfaction programs focus on the importance of attributes.  However, market importance is both in the mind of the customer but is also determined by what drives customer opinions.  That latter are referred to as derived importance or key drivers.  Your-Marketing-Toolkit provides a broad range of analytical views of attribute importance including regression and correlation models?







What to work on?

Your-Marketing-Toolkit provides means of exam­ining the importance and performance of product and business characteristics.  The Quadrant Map provides the relative position of characteristics in terms of: their importance, their performance, and their competitive advantage compared to other products as viewed from the marketplace.






What is worth improving?

To identify possible areas to work on is in­sufficient. Making business improvements does not come without cost nor are they equally valued.  Measurements of per­ceived fea­ture value and benefits can be included in Your-Marketing-Toolkit and used to evaluate potential actions.  Your-Marketing-Toolkit provides multiple perspectives on these values, showing both average and distributions of value for individual features and bundles of features.








How should we group customers?

All customers are not created equal. It is often useful not to view them as a single homogeneous group.  Functional mar­ket segmentation is used to identify such groups of customers based on similar opinions.  Your-Marketing-Toolkit can provide functional seg­mentations based on the attribute importance, perceived feature value, and/or customers’ attitudes.




How loyal are our existing customers?

Your-Marketing-Toolkit approach to measuring loyalty is based on willingness of existing customers to repurchase the brand.  It is a very different concept from customer satisfaction and focuses on potential actions.  We measure loyalty as the percentage of existing customers willing to repurchase the brand at an equal price to the competition.

Applications of Your-Marketing-Toolkit

·   Overall

·   The Marketing War Room

·   Business Assessment

·   Product Design

·   Offering Design

·   Product Pricing

·   Segmentation

·   Marketing Six Sigma

·   Branding

·   Customer Satisfaction

·   Reseller Analysis

·   Innovation





For more information on developing Your-Marketing Toolkits:

Eugene B. Lieb

Custom Decision Support, LLC

(831) 854-2256