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BUILDING MATERIALS
Customer Satisfaction Research
In a commodity product area, this Fortune 500 company wanted to assess through customer satisfaction research, the non-price attributes of its performance, both at the mill product quality level and for sales and customer service. While the drivers of customer preference were mainly price driven, customer satisfaction with the sales and product quality issues were of growing concern.
We designed a comprehensive customer satisfaction research methodology to reach busy commercial B2B buyers. Our research design measured customer satisfaction with mill customer service, product packaging, product shipment, product quality grading, and mill-level customer service. At the sales floor level, customer satisfaction dimensions included responsiveness, 'fair and ethical dealings', corporate reputation and brand image dimensions, quality of information, competitive pricing, and other attributes.
Customer satisfaction research design also involves assessing attribute importance. Here we constructed 'overall' ratings as independent variables, and measured directly importance of each attribute.
We used a hybrid methodology focused on a quantitative market survey approach It combined an online internet market survey of B2B buyers, and a phone survey option. Here, we started with Data. We conducted a nationwide study among builders and dealers. Uncovered in our detailed study were buying trends, the importance of product traits, future intentions to switch, and the usage situation (roof, sidewall, flooring) where each competitive material was preferred.
RESULTS
Using multivariate analysis, we identified the customer satisfaction drivers, and how our B2B industrial client measured on each attribute cluster. The client made specific strategy decisions based on the study findings.
See also...
Customer Satisfaction Research
Market Research Applications
Marketing Consulting Services Summary Overview
Marketing Strategy Consultants As marketing strategy consultants, our consulting firm will work with you and your company and management team in a professional engagement one of several ways according to the nature of the consulting project: monthly retainer, fixed project fee, or daily rate. Since each client company or firm is unique with its own set of issues and opportunities, we often begin our relationship with a Decision Mapping engagement. This identifies the problems, opportunities, and issues most relevant, and serves to clarify the decision agenda. We believe this is a crucial step to ensure as consultants to your company, that an expert, professional engagement meets your specific management requirements. Further, Decision Mapping saves both time and money as it sharpens focus as to the exact work which needs to be accomplished in our remaining consulting or market research work for your company.
Experts in Marketing Strategy As experts and specialists in marketing and market research, we are well qualified in these strategy arenas:
positioning, segmentation, advertising strategy, corporate and product naming, company branding, brand name development, naming research, brand equity measurement, pricing, sales systems and research, product development, brand development, brand strategy, product concept testing, identifying opportunities, positioning, customer satisfaction research and customer loyalty building.
Functional Marketing Research Experience Our consulting company has deep experience working with large and small firms, although typical clients include Fortune 500, Fortune 100, or middle market companies. Our team members have been involved as executives and board members of technology venture start-ups, conducting research and assessments used by venture funds, and venture capital firms.
Industry Consulting and Market Research Experience First, we are not industry specialists or experts. Our philosophy is that we bring a tool kit of analytical and management skills to the table. You bring deep industry knowledge of your business. The blending of our functional and management expertise, and your knowledge of your own business and industry, makes for a productive decision-focused engagement.
Services Example:
Concept Testing to assess advertising appeals, new products concepts, pricing strategy, combinations, and brand positioning platforms.
In our concept testing approach, we collaborate with you in identifying the product, advertising, or branding concepts consistent with your marketing strategy and market opportunity. We employ advanced concept testing research measurement and research methods: leading edge and classic survey research methods. We combine both qualitative and quantitative methods to obtain the best read on marketplace reactions and perceptions. ...Read more about Concept Testing and Concept Development services.
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