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Customer Loyalty and Satisfaction: Creating a Branded Customer ExperiencePublished by: BioInformatics, LLC Published: Aug. 1, 2006 Table of Contents
AbstractCreating loyal and satisfied customers doesn’t happen overnight — especially in the scientific market. Loyalty accrues over time with each successive interaction a customer experiences with your company. To build enduring loyalty, life science vendors must create a branded customer experience where the expectations of customers are consistently exceeded. From ordering and delivery through post-sale support, suppliers must understand what elements of product and corporate performance drive satisfaction. With successive positive experiences, scientists’ levels of satisfaction grow higher, and with total satisfaction comes enduring loyalty.Customer Loyalty and Satisfaction: Creating a Branded Customer Experience, the latest report from BioInformatics, LLC, will help suppliers understand current levels of customer loyalty and what factors to change in order to increase satisfaction. By applying research methodologies developed in consumer markets, advanced statistical techniques are used to measure the degree of importance that scientists attach to 18 critical customer touchpoints. This data lays the foundation for a series of comprehensive analyses of which touchpoints play the greatest role in a customer’s satisfaction with a supplier and how this translates into enhanced loyalty that drives repeat sales, higher profitability and word-of-mouth referrals. Nearly 1,700 life scientists from around the world, representing all of the most significant segments of the market, including the all-important pharmaceutical and biotech sectors, completed the detailed questionnaire. These scientific customers ranked their experience with 24 of the industry’s leading suppliers to provide a comprehensive picture of the state of customer loyalty in the life science market today. The enormous wealth of data from this survey is presented both in the aggregate and in the form of detailed profiles of 24 market leaders. The responses of these life science customers are combined, contrasted, and compared in order to create five essential models of customer loyalty and satisfaction:
Moreover, through dozens of detailed graphs and tables, regional and market segment differences in expectations and corporate performance are highlighted. The analysis concludes with ratings of the “best” and “worst” suppliers for each of the 18 critical customer touchpoints. By examining the customer experience from vendor selection and ordering through product use and post-sale support, the report can be used throughout the company, including senior decision makers in Marketing, Sales, Customer Service and Technical Support. As always the purchase of a BioInformatics report includes one complimentary hour of consulting with our experienced analysts who can describe how these advanced consumer research methodologies can be incorporated into your own satisfaction surveys and Customer Relationship management systems. From the customer’s perspective, a purchase initiates a relationship. Scientific customers, especially those involved in complex, long-term experiments, usually want and need an ongoing relationship with a supplier. Too often, however, suppliers view a sale as the culmination of a long relationship, one that began as cold call, then a sales lead, then a quote, and finally a purchase. By adopting the customer’s perspective of the buyer-seller relationship, Customer Loyalty and Satisfaction: Creating a Branded Customer Experience shows suppliers how to create real value for their customers, build relationships and engender enduring loyalty. Report Objectives From the perspective of life scientists, this report provides an in-depth analysis of the elements of a customer’s experience that contribute to building customer loyalty with 24 corporate brands in the life science market. This report fulfills the following objectives:
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