Earn money by answering our surveys

Register now!
Marketing, customer satisfaction and loyalty
Satisfied customers will follow you everywhere
How a postcard can create high customer satisfaction
Sep06

How a postcard can create high customer satisfaction

We promised in an earlier post to deal with one example of how a company can increase its customers’ satisfaction and loyalty by paying attention to details. This example is inspired by Werner Bruyns, the CEO of Coolblue whom I met at a bpost event earlier this year. After the event I browsed the Coolblue website and found out that the promises made (and the prices) were pretty attractive. I ordered a few stuffs (all the promises were...

Read More
Some innovating ideas around customer satisfaction and loyalty
Jun28

Some innovating ideas around customer satisfaction and loyalty

I recently attended an internal BPost event where externals speakers went to give a speech and inspire the audience. This  event had been organized at the initiative of BPost COO Peter Somers and it was a great opportunity to better understand the strategy of the group as it was explained to investors during the pre-IPO phase (which has been a big success by the way). Two speakers had been invited: Google Belgium CEO Thierry Geerts...

Read More
Measuring customer satisfaction: the practices of large corporations and SMEs in review
Jun10

Measuring customer satisfaction: the practices of large corporations and SMEs in review

Customer satisfaction measurement is a much debated topic. In this article we claim that measuring the satisfaction of its customers may not be useful for SMEs. Here’s why. For many firms the measuring their customers’ satisfaction level has become an end in itself which keeps people in the marketing department busy and has generated a whole industry dedicated to software for the design and the administration or satisfaction...

Read More
If you care about customer satisfaction, pay attention to politeness when answering customer complaints
May31

If you care about customer satisfaction, pay attention to politeness when answering customer complaints

We’ve finally completed our research on what companies should do to increase the level of politeness when answering a customer complaints. Answering complaints well is essential to maintain customer satisfaction levels. The results of this research will be presented at the next EMAC (European Marketing Academy Conference) that will be held in Istanbul in early June.   The results in a nutshell Our research shows that using common...

Read More
How to use customers’ habits to increase customer loyalty
May22

How to use customers’ habits to increase customer loyalty

Customer satisfaction is now subject to controversy as far as its effect on customer loyalty is concerned. As we recalled in a presentation on loyalty strategies that we have given ca. 10 times in Belgium in 2012-2013, customer satisfaction accounts for a maximum of 10% in customer retention. What this means is that 90% of customer loyalty is NOT influenced by customer satisfaction. Although many different antecedents exist, some...

Read More
15 arguments to close a B2B deal
May13

15 arguments to close a B2B deal

Closing a B2B deal is way more difficult than in B2C. We have explained a countless number of times in our conferences the major differences that exist between the B2B procurement process and the purchase behavior of an individual consumer.   What’s in It for Me (WIIFM) ? This is the question you should always be able to answer when meeting a prospect. Whereas a consumer in B2C can rely on emotional and unconscious aspects when...

Read More
The relevance of customer satisfaction in SME
May08

The relevance of customer satisfaction in SME

Below is the introduction of a working paper on the relevance of customer satisfaction for Small and Medium Enterprises. The purpose of this academic paper is to show the gap which exists in the literature on customer satisfaction and customer loyalty between what has been studied (big companies) and what actually constitutes the very essence of business in Europe, i.e. small companies. This paper is also put at your disposal in a...

Read More
Loyalty and customer satisfaction in online commerce
Sep12

Loyalty and customer satisfaction in online commerce

A study by Taiwanese researchers recently caught my attention. It is studying the link between the online interface (that is, the website) and customer loyalty. Researchers have pointed out that while the satisfaction factor is considered one of the most critical factors in customer loyalty, it is, unfortunately, not the only one. Remember that satisfied customers can quickly desert when transition costs are low, and dissatisfied...

Read More