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Theme: Customer Satisfaction

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Most companies lose 45% to 50% of their customers every five years, and winning new customers can be up to 20 times more expensive than retaining existing customers.

Moreover, just a 5% reduction in the customer defection rate can increase profits by 25% to 85%, depending on the industry. Given these claims, it is imperative that customers know what makes buyers and specifiers choose one supplier rather than another.

A collection of our thoughts on the subject of customer satisfaction are gathered below:


Customer Loyalty: Love Is in the Air

A focus on relationship-building is vital in order to increase satisfaction and engender loyalty. This article, part of our series on developing a marketing strategy, aims to explore why building solid customer relationships is so important.

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Customer Satisfaction Surveys & Research: How to Measure Customer Satisfaction

Written by Paul Hague and Nick Hague

Satisfied customers usually return and buy more, they tell other people about their experiences, and they may well pay a premium for the privilege of doing business with a supplier they trust. Therefore, when we win a customer, we should hang on to them.

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Brand Equity Research: Net Value Score – The Metric For Judging A Company’s Success

Written by Julia Cupman and Paul Hague

Many research studies provide measures on satisfaction and loyalty, but few provide measurements on perceived value. So, there is a need for a new tool that more accurately measures perceived value; this is where the Net Value Score comes in.


The laws of attraction

Learn the fundamental stages of customer retention and see how even small increases in customer satisfaction can lead directly to significantly larger profits. This infographic highlights the four core principles of retaining customers.


Power and influence

Which information sources are the most effective for customer advocacy? Is a webinar more trusted than word-of-mouth? See which sources rank where in this handy infographic, highlighting the five most trusted information sources for B2B buyers.


Enhancing your customer experience

To be able to enhance the customer experience, it is important to understand the factors, both rational and emotional, which play their part in the process. This infographic highlights the key factors in B2B buying decisions you should be aware of.


Can you count on customer loyalty?

Do you know how important your customers are to you? This infographic shows how improvements in customer satisfaction and the subsequent reduction in customer defections impact dramatically on your profits.

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Stakeholder Consultation: Keep Your Ears To The Ground

Written by Carol-Ann Morgan

The past decade has seen a shift in recognition of the importance of seeking feedback and understanding the views of those who support a business or an organisation, or who have a vested interest in it.

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Getting People to Switch

Written by Paul Hague

What does make people switch? What is it that makes someone change their mind or their behaviour? These are crucial questions to any marketer and particularly baffling to the business-to-business marketer.


Winning New Business

Running a business is a challenge, like no other. In a downturn or recession, you have to adopt the right state of mind. We thought it might be a good idea in this article to provide a checklist of just some of the important considerations needed to win new business.

B2B International showed their customer satisfaction expertise in helping us identify and make improvements across our business.


The final report was one of the best synthesized and easy to understand pieces of complex information I have seen in a long time.

Pall Corporation