QualmarkSM Customer Satisfaction and Loyalty Program
To help our clients succeed through maximizing customer satisfaction and customer loyalty, RTi developed the QualmarkSM Customer Satisfaction and Loyalty Research Program. The QualmarkSM program emphasizes a customized, model-based approach to measuring, enhancing, and tracking satisfaction and loyalty. While each program differs depending upon individual research requirements, the following goals guide each customer satisfaction initiative:
- Develop comprehensive and reliable metrics related to each facet of the customer experience
- Establish benchmark standards of performance
- Identify areas of service improvement that need to be addressed to improve loyalty
- Provide significant insight into enhancing the customer service experience and customer retention
- Drive accountability and ownership for “delighting the customer” throughout the organization by continually measuring and enhancing performance
The QualmarkSM program is an iterative process, comprised of four phases, each building on one another to provide actionable learning on your investment in customer care:
- Define
- We start with an internal assessment with key stakeholders within the organization to identify the vision for the underlying corporate satisfaction and loyalty program, defining the “moments of truth” and their perception of the ideal customer experience.
- Measure
- The insights gained from stakeholders provide the basis to construct satisfaction model which in turn is the foundation for the survey instrument.
- Analyze
- Our analysis and reporting is focused on prioritizing the factors that drive satisfaction and loyalty. To that end, we have developed multivariate measures and models, such as our Satisfaction Segmentation analysis and Predictive Impact Modeling that drill down to uncover the aspects of the customer experience that must be focused on. Further, by combining our unique analytics with operational data, QualmarkSM can provide approximate ROIs on recommended actions.
- Validate
- Your customers are dynamic, therefore, so must your efforts be at retaining them. It is imperative to reassess your customer perceptions on a regular basis and use that learning to measure process improvement as well as to fine-tune the satisfaction model based on a constantly changing environment.
The QualmarkSM program extends beyond research. RTi can work with you to help define the actions that will improve those aspects of service having the largest influence on your customers’ overall satisfaction and loyalty.
RTi has been successfully applying the QualmarkSM program and ideals to satisfaction and loyalty research across all stages of the customer relationship and all points of contact for more than ten years.