Customer Loss Review Surveys
Learn why customers stop doing business with your organization
and what to do about it to prevent additional losses.
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View a Web-based Customer Survey Demo.
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Organizations spend thousands on ad campaigns aimed at attracting new
customers, only to lose them through poor customer service, poor quality
control, lack of consistency in standards, or other major weaknesses.
Customer Loss Review Survey Case Study
A national chain of entertainment properties employed NBRI to study the
psychological constructs of its customer base. Revenues had been steadily
declining over the previous 18 months, although new customers were being
added on a steady basis.
NBRI recommended the use of its standard customer loss review survey. It was
believed that surveying former customers would provide more pointed data than
might be obtained from present customers. The survey was deployed by telephone
to a small, stratified, random sample of customers, and a 99% Confidence Level
was obtained.
The NBRI Root Cause Analysis provided keen insight into the thinking of the
target population. The root cause driving down customer's intent to
return, customer loyalty, and customer satisfaction, along with 68% of all
survey items, was "wait time". Clearly, wait time was of utmost importance and
needed to be minimized in every area of the business affecting the customer.
Following NBRI recommendations, swift interventions to the root cause alone
were put into place. Within only 4 months following the analysis of the customer survey
results, the scores of all items driven by the root cause were performing as
Strengths, at or above the 75th percentile of the NBRI normative database. This
directly, positively impacted revenues, and reversed the trend of the previous
months.
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Over the last decade, Corporate America has awakened to the benefits of customer
loyalty and retention. Many companies are committing substantial resources for the
purposes of retaining customers and keeping them happy. But, in every company, valuable
customers still "fall through the cracks". Yet, few companies have effective processes
and programs in place to evaluate why customers leave in order to help identify
customers at high risk for defection.
Through a strong NBRI customer loss review program, customer behavior can be analyzed
and valid conclusions and root causes can be identified. By utilizing these
specialized customer surveys, NBRI can help your
organization make the leap from dissatisfied customer behavior to
profit-making opportunities by assisting your organization in addressing
problem areas.
Potential benefits of instituting a strong customer loss review program:
- Realize potential sales/profits by rebuilding customer
relationships.
- Minimize new customer acquisition costs.
- Better understand the customer process for relationship
termination so that appropriate intervention and recovery steps can be taken.
- Develop a profile for lost customers that can help
detect "at risk" customers.
The standard NBRI customer loss review survey includes 25 questions covering 12 topics and may be
customized to meet your organization's specific needs.
Standard Customer Loss Review Survey Topics
| Communications |
Company Image |
Competitive Position |
| Control Systems |
Cost & Value |
Products |
| Professional Conduct |
Quality |
Sales Assistance |
| Services |
Warranties |
Website |
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Customer Survey White Papers
Customer Loss Review Survey Related Topics
Keeping Your Customers - Too many
businesses depend upon their ability to generate new customers. They fail
to realize the dramatic impact on their bottom line if they could just stop
losing the ones they already have! What can you do to minimize your
organization's customer losses?
View all Customer Survey White Papers by NBRI.
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