Customer Retention Surveys (Customer Satisfaction)

As marketers you are aware that the purpose of business is to win customers and retain them. We therefore prefer to call our surveys 'Customer Retention Surveys' because the end results will be the development of 'Customer Retention' programmes. These programmes help to integrate customer satisfaction measurements with customer relationship assessments.
SURVEY OBJECTIVES- The survey seeks to answer the following questions:

1. Do the services and products our company provides satisfy our customers?
2. How can we achieve higher productivity by improving service delivery and coordination?
3. What aspects of service quality affect our customer's view of us?
4. Is our company and services/products perceived as good value for money?
5. How do customers make decisions in getting a specific type of our product/service brand?
6. How can we consistently achieve and maintain the quality of service product/service that customers need?
7. What are customer's expectations?
8. What keeps customers loyal or leads them to switch?
9. How do we rate against our competitors and why?
10. What services and products do customers require or need to be improved upon?

Customer Satisfaction Surveys

Satisfying customers is the only way to stay competitive in today's market place. Customers have an expectation of service and products performance that must be met. The balancing act between what customers want and what your company can provide must be optimized in order to maximize your organizations long term profits. This occurs in two ways.

1. With precise information, companies can focus on issues that truly drive customer satisfaction. A directed focus often leads to cost reductions because companies can emphasise improvement in areas of customer concern and de-emphasise focus in other areas.

2. Focusing on motivators of customer satisfaction leads to core loyal customers who tend to be the most profitable customers (repeat business is usually the most profitable). An inclusive customer satisfaction survey and loyalty programme can therefore, be considered as a source of future profits.

Brand Positioning

Brand image refers to the market space occupied by a particular brand in the minds of target consumers. At a particular point in time, a brand occupies a market space (e.g., high quality / low price) that it has achieved by a combination of design and coincidence. Taking a pro active stance towards positioning a brand means that all market communications and product offerings are geared towards creating a unique, sustainable position in the minds of consumers. The goal is to give them reasons to purchase your product rather than the products of competitors.

Positioning is normally driven by corporate strategy, benefits sought by target customers and the current competitive environment in a particular market. Positioning research provides a snapshot of the perceptions of target customers that reflect how well their desires coincide with those our client and their competitors. This analysis can identify gaps between what customers want and what they think our clients are offering.

Brand Health Studies

It's important to define a brand that is not only relevant to your customers, but something you are to deliver against, now or in the foreseeable future. We advise our clients on what information is necessary to assess brand health, but we also advise on what is normal for your brand. This provides important context to interpret brand health statistics. Think of it as a check up – if a doctor told you your blood pressure it is meaningless unless they also tell you if it is high, low or normal for your circumstances. We apply the same rigor to our branding analysis – so no more meaningless numbers. Contact us for further details.

Brand Tracking - What are brand tracking surveys

In addition to advertising surveys (media monitoring services), MTC does brand tracking to support the competitive analysis from the advertising surveys. Brand tracking measures after the fact perceptions of a particular brand from the general public. Understanding how your customers perceive your brand as to that of your competitor could be the key contribute element to maintaining competitive advantage and it is for this reason that our clients have now and in the past opted to do this study.

From brand tracking results we are able to do competitive brand ranking. In these surveys, we will also help you (the paying client) to determine:

• Association i.e. do consumers associate with my brand,
  
• Communication effectiveness i.e. is my message getting across
  
• Awareness i.e. are consumers aware of my brand campaign
  
• Visual appeal i.e. what do consumers think of my campaign
  
• Personal preferences and appropriateness i.e. how is the advertising campaign affecting the consumers.
  
• Memorability of commercials i.e. elements that are strongly recalled
  

Brand profile helps you understand your competitive market place and identify the attributes/benefits that differentiate your brand using attribute / benefit importance.

SURVEY OBJECTIVES
To identity and keep track of your brand within the media.
Keep track of competitors within industry.
Determine the impact and the effect that events, pro active or incidental, have within the media.
Determine the value and effectiveness of any sponsorship or corporate image-building program that the company may be involved in rack industries with the view to reacting to any changes or competition within a particular sector.

Radio And Television Audience Tracking

The overall objective is to track radio and television usage patterns for each day of the week. Other objectives of the study are:
To measure penetration of the different radio and television stations service in the various markets
To evaluate audiences knowledge of broadcasting brands and programs
To understand electronic media audiences usage patterns and behaviour
To determine profiles for particular stations audiences

Data collection is in three stages:

• An initial screening stage where households are selected and invited to become part of a diary panel
• a monthly diary filling and collection stage, which yields data for analysis, and a quarterly questionnaire administration to yield underlying motivations for audiences’ preferences. Subscribers get a simple, easy to use MS Excel based tool that allows for easy tabulation of data and data mining by sub-groups, including:

• • LSM
  • Genders
  • Ages
  • Education
  • Occupation