Archive for September, 2008
Why Customer Satisfaction Surveys Can’t Help You Understand Your Customers
I am amazed at how often I run into companies that don’t understand their customers. In my previous post, I discussed the issue of a Fortune 20 company that completely missed the mark in their marketing & sales, and was paying the price in terms of severe downward price pressure, hugely dissatisfied customers, [...]
Posted: September 4th, 2008 under Customer Insight, Customer Loyalty, Marketing, Uncategorized.
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Why don’t you understand your customers?
The Fortune 20 company I was working with couldn’t understand why a segment of their customers were defecting in droves, and those that stayed were hammering them on price, causing their margins to spiral downwards faster and faster with each quarter’s results.
The company had focused their marketing around three primary themes:
Inventory control
Cost containment
Raising gross margin
While [...]
Posted: September 3rd, 2008 under Customer Insight, Customer Value, Marketing, Sales.
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