TITLE

Measure against competitors to better scores

AUTHOR(S)
Tyler, Leon
PUB. DATE
October 2002
SOURCE
Marketing News;10/28/2002, Vol. 36 Issue 22, p47
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article advises that companies need to measure their customer satisfaction levels against those of their competitors in the U.S. Expanding the scope of a traditional customer satisfaction survey transforms it from a self-centered report card to a full-blown marketing decision tool. Traditionally, customer satisfaction research examines the sponsor's customers and gathers data about which of that company's products and services they have used and their level of satisfaction with various aspects of those products and services. Comparing current satisfaction levels with baseline or past years' scores indicates improvement, stagnation or decline. Competition is a fact of marketing life. Users can buy the products and services of multiple brands within a category. Brand growth typically comes by stealing other brands' customers. A brand contracts when other brands steal its customers. Collecting data on the performance levels customers report having experienced gives the marketer more opportunity to act on those customer satisfaction findings.
ACCESSION #
7564984

 

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