About 5 years ago, Mr. Bob, which had previously owned a research company, decided to provide a more hands-on service.
His firm will plan and conduct survey/response programs at the customer, employee, and management levels.
A business can benefit from one, or a combination of the three.
"Recently, we did a customer survey by mail for a specialty printing company with over 1,500 customers," Bob explained.
"There had been a change of management and they were not sure how customers reacted. There was an incredible response to the first mailing, 10%. We obtained a great deal of valuable information which, in turn, led to improvements in both service and products."
"More importantly, the very fact of an organized survey being run by an impartial third party generated a lot of renewed interest in the company from customers who had slacked off previously. The Client estimated that the business generated as a direct result of the survey 'event' more than paid for the cost of the program!"
In the example cited, the client learned that it was actually serving a number of widely differing markets with differing needs. As a result, it decided to segment its marketing and communications so that each market got exactly what it needed, and no more. This in turn led to even greater overall sales.
Bob emphasizes that his techniques and methods are unique to his firm, and they are 'proven to perform'. He has purposely set his business to fill the market niche at the affordable spectrum because he is aware that small and medium-sized enterprises could not possibly afford the fees charged by large research firms catering to the mega companies.
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