ValueNotes Connect
Welcome to the August issue of ValueNotes Connect.

It’s a widely known fact that it can cost up to seven times more to acquire a new customer than it is to keep an existing one. There is no guessing then why measuring customer experience is (or should be) at the top of every marketer’s priority list. Bill Gates once said, “Your most unhappy customers are your greatest source of learning.”

Customer is king – the raison d’être of every business. Varsha Chitale tells us why it is imperative for all businesses to listen to their customers. Customer loyalty, in particular, is of great value to any company. Net Promoter Score, a popular metric today, answers the crucial question on how likely our customers are to recommend us to their friends.

In a typical voice of customer (VoC) study, numerically low ratings from a few can get overshadowed by the majority. Yet, these could be crucial early warning signals. Arun Jethmalani demonstrates why aggregated or average ratings tend to hide problems and potential opportunities.

On another note – do have a look at our recent research report on India’s home water purifier industry, a part of our series of short industry reports.

As always, we hope you enjoy reading our newsletter, and we look forward to your comments.

Best regards.

Do you measure customer loyalty?
by Varsha Chitale
Do you measure customer loyalty? Customer is king – the raison d’être of every business. It is therefore imperative for all businesses to listen to their customers. Customer loyalty, in particular, is of immense value to any company. A high customer loyalty indicates that you have to try less hard to increase sales, and your overall customer acquisition cost goes down. The common tools employed by marketing and strategy heads for seeking customer inputs include satisfaction surveys, feedback forms, social media tracking, customer studies, and so on. But do these directly measure customer loyalty?
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Customer perception: One size does not fit all
by Arun Jethmalani
Customer perception: One size does not fit all Typically, in a voice of customer study, marketers seek to understand customer perceptions across various parameters – pricing, brand, quality, after-sales service, and so on. And at the end of the exercise, they want aggregated scores on a numeric scale, often with comparative benchmarks for competitors. If they get a decent score or one better than the competition, they usually assume that things are fine. But are they? Aggregated or average ratings tend to hide problems, and potential opportunities.
more>>
Latest Research
Commissioned research
Some client problems we have solved:
  • Market assessment of buyers’ purchase behaviour in different retail formats
  • Need-gap analysis for an insurance & risk management firm
  • Buyer survey to gauge the acceptance levels of exam technology
  • Assessment of the buying behaviour of sophisticated Indian retail investors
  • Customer perception survey of electronic fuel injection systems in two-wheelers in India
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