This service has been designed for Business to Business organisations that wish to understand what their customers value the most and how well they are delivering that value.
Your Outcome: Actionable Customer Insights
The primary goal of the Genroe High Value B2B Customer Feedback Process is to provide you with actionable insights into what really drives customer loyalty.
- Examining each of the potential customer loyalty drivers in detail we plot the outcome on an Importance/Performance chart.Identifying what is important to customers is not as straightforward as it might seem. See How do you determine what is important to a customer? for more information.
- This chart identifies where to focus your efforts for the maximum business return.
- Once you know where to focus your efforts you can use the open-ended responses from the customer interviews to understand how to improve.
Customer Feedback Process
The overall feedback process has four steps: each designed to deliver a very specific outcome.
Step 1: Confirm objectives
We liaise with your key management to identify and confirm business drivers, customer decision drivers, priorities and survey objectives.
Step 2: Identify Potential Loyalty Drivers
Desk research and discussions with your project staff are used to identify potential loyalty drivers.
Two key sources are generally used to identify potential product and service drivers:
- General product / service oriented questions (e.g. responsiveness) and
- Specific questions focused on the products and services that the client delivers.
(Optional) Qualitative Interviews
It is common that internal company perceptions of which service attributes are important do not match with customer perceptions of what is important. When customer survey questions are generated exclusively from in-house material and staff input this can easily lead to a customer survey that asks irrelevant questions and does not capture what really drives customer loyalty.
In addition to the desk research, qualitative (partially scripted) customer interviews can be used to uncover the attributes that are potentially important to customers. Interviews are under taken with a range of customer roles to generate the list of attributes to be considered in the research.
Generally these are performed via telephone interviews
The result of this process is a list of well defined attributes (perhaps 15) that are potentially important to your customers.
Step 3: Measure Loyalty and Driver Performance
Genroe create the survey instrument based on the feedback from the qualitative interviews and/or desk research. The questionnaire will then be reviewed and approved by you.
Through a combination of on-line, telephone and face to face interviews (see below) Genroe will deliver the customer survey
(Optional) Face to face interviews
Genroe suggests the use of face to face interviews for high value customer contacts. This approach creates the best rapport with the interviewee and gathers the largest amount of qualitative information regarding the users’ perceptions and how to improve those perceptions.
Face to face interviews are performed by senior Genroe staff with appropriate business skills background to ensure that the tone and value of the survey is understood by the customer.
(Optional) Telephone interviews
Mid-importance customer contacts can be interviewed by telephone. These in-depth phone surveys usually last up to 30 minutes.
Our interviewers are trained to conduct in-depth surveys with high-level executives with your firm’s most important customers. These surveys are structured to provide solid, quantified data and have open-end questions, which are designed to elicit your customers’ true feelings about your services and products.
(Included) Internet Survey
Providing the ability to reach larger numbers of end users this approach provides solid quantitative outcomes for the scoring of various service elements but provides relatively less qualitative information.
Step 4: Report
Genroe collate and analyse the information collected in the interview process with Genroe recommendations into a report for delivery to client.