Customer Loyalty Research In China
It is only relatively recently that foreign companies have begun to recognise the importance of measuring and tracking levels of satisfaction with customers in China. Unique cultural differences, varying attitudes towards suppliers and a less service-oriented culture all serve to make establishing and maintaining good customer relationships more challenging than many other countries.
Despite these differences, the key drivers of customer satisfaction are as relevant in China as anywhere else. Our customer satisfaction programme can enable you to win and maintain customers in China for life. As in any market, in China satisfaction usually leads to a customer returning and buying more, they in turn tell other people about their experiences, and they may well pay a premium for the privilege of doing business with a supplier they trust.
Our Experience In Customer Satisfaction Research
A third of all research carried out at B2B International is customer satisfaction research. Over the years we have conducted hundreds of customer satisfaction surveys leading to a Customer Satisfaction Index (CSI) portfolio. This enables comparisons with other industries to be made, and proves useful in benchmarking our clients for improvement in the future.
Using Customer Research To Drive Action
Our proprietary IMPSAT® tool enables easy interrogation of the data, and is particularly useful in surveys which are intended to be repeated with reasonable frequency.
The tool uses satisfaction and importance scores to identify the actions required for each issue. In this way, the results can be classified to show what action is required. For example, issues that score highly in terms of importance and which have a low level of satisfaction should be earmarked for immediate attention. This method of interactive reporting builds ownership of the findings and thereby generates interest in taking action.