RESEARCH FIELDS / CUSTOMER SATISFACTION

We analyze customer satisfaction and successful customer loyalty using an integrated, scientifically based model.

Satisfaction research, from private customers to complex business relationships, is ultimately based on one assumption: satisfaction is the foundation of stable customer relationships. However, satisfaction is a fleeting commodity: a single critical incident can turn the tide, while a small gesture at the right moment can inspire enthusiasm and ensure long-term loyalty. This makes it all the more important to be aware of the sensitive phases and areas of performance that influence the actual purchase decision.

Satisfaction research

Satisfied customers as a strategic success factor

We research customer satisfaction within a clear, analytical framework. The key elements for us are:

Development of a contact point model

We develop a hierarchical model that includes all contact points or facets of the product experience that can be experienced from the customer’s perspective. This forms the basis of the survey. Ideally, the study design described is embedded in a qualitative preliminary study to develop a valid contact point model and a subsequent contact point analysis in which critical customers are qualitatively surveyed about the reasons for their dissatisfaction (see Hybrid Designs). (vgl. Hybride Designs).

Consistent connection to experience

To avoid artificial responses, we use a question concept that addresses the individual experiences of customers. All respondents only evaluate the contact points they can speak about with confidence. In addition to the standardized survey of overall satisfaction, contact point satisfaction, and customer loyalty, selected “critical” contact points are subject to an open-ended survey of the positive and negative experiences that led to the assessment.

Determining relevance using sequential driver analysis

After the survey, the relevance of individual contact points for overall satisfaction is first calculated. In order to map more than just linear relationships, we have developed a smart and simple tool called sequential driver analysis, which has significant advantages over conventional methods of determining relevance.

Identify strategically important customers

Sequential driver analysis can be used to identify areas for optimization in a targeted manner for strategically relevant segments (e.g., highly satisfied but disloyal customers).

Customer loyalty

Measuring loyalty – beyond ideology

Assessing future customer behavior – operationalized via loyalty factors – plays a central role in researching customer satisfaction. The customer loyalty data collected should provide as reliable information as possible about future behavior. The question of predicting customer behavior has been explored in science and practice for decades. A large number of indicators have been identified for measuring loyalty, but these often only have indirect links to behavior.

We therefore undertook a comparison of the predictive quality of common loyalty indicators (see Planning & Analysis Issue 2, 2011). The key findings of this fundamental study form the starting point for our individual operationalization of customer loyalty to the company.

Ask specific and direct questions about behavioral intent

Prospective behavioral questions are better predictors of purchasing behavior than vague attitude dimensions if they force a decision, take the competitive environment into account, and are asked after relevant determinants of the purchase decision have been queried.

There is no such thing as the ultimate predictor of purchasing behavior

Strong industry, brand, and individual effects (e.g., product involvement, brand strength, or price sensitivity) make it necessary to consider specific predictors of purchasing behavior on an individual basis. Strong brands in particular often reveal predictors that are completely different from the market average.

Longitudinal studies are worthwhile

Longitudinal studies are completely unjustifiably regarded as a complex and costly procedure. Every company would be well advised to determine its own loyalty index using a longitudinal study.

Customer satisfaction

Cases

Impact of physical brand surfaces

Good question: To what extent does the external appearance of a brand, i.e. its physical brand surface, influence the image and performance...

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b2b market research at C-Suite level

b2b market research at C-Suite level (e.g. CEOs and CFOs), i.e. market research decision-makers, is notable for its multiple challenges.  But what makes...

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Measuring retailer satisfaction correctly

Researching retailer satisfaction is a specific subtype of b2b market research, as retailers often have a very ambivalent relationship with companies whose...

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Further areas of research at (r)evolution

Brand positioning & brand management Advertising pre-testing & advertising effectiveness Target group analysis & consumer insights Concept testing & potential analysis
PUBLICATIONS / CASE STUDIES

Ausgewählte Fachpublikationen

Riddle Response

A holistic view of the topic of response and how this can be influenced in the phases of a project.

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Listening what is important

The open questioning of pain points or delighters is part of many surveys, and yet the qualitative insights hidden in the open...

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No worries about being replaced by AI

Members of planung & analyse's platform of corporate market researchers (PUMa) are generally positive about AI tools and believe they could make...

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