Change Integrating Data (Book)

Paison, Allen R.
January 2004
Marketing Management;Jan/Feb2004, Vol. 13 Issue 1, p58
Book Review
This article presents feedback from Allen R. Paison, founding partner at The Customer Loyalty Research Center, on the article "Understanding Tomorrow's Customers," by David C. Swaddling and Charles Miller, published in the September/October 2003 issue of the journal "Marketing Management." Allen Paison claimed that the article missed the complexity and value of a number of customer research techniques. Customer satisfaction measurement research is a very effective tool to evaluate the performance of a company on the delivery of a well-defined transaction to its customers according to Paison. This requires performance metrics to both monitor and manage transaction-based customer touch points. There are a number of research applications used effectively today to understand the customer. Those include image/branding/positioning research, pricing research, customer loyalty research, customer segmentation, transaction measurement, customer loyalty and relationship measurement, customer profitability analysis, competitive customer research and benchmarking. Customer satisfaction measurement is not the complete answer to understanding customer and prospects' attitudes and expectations. Customer satisfaction measurement is just one of many tools. It has great value but it is not a singular solution.


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