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Getting Customers Off the Fence

Since 2005, we have provided a transactional survey process, ServiceConnect, to our clients.  Most of the clients are Caterpillar dealers.  One of the biggest challenges they have faced is the Passive customer (i.e. the customer who gives a 7 or 8 on the willingness to refer or Net Promoter Score question).  Over the past year several dealers have made significant improvements in moving Passive customers to the Promoter category.  I interviewed one client CEO about what they did and he had a simple response. 

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Doing Well by Doing Good

We don't often think about how charitable activities of a company affect the perceptions of its customers.  In the B-to-C world, several companies have taken this notion of "doing well by doing good" to a new level.  In the meantime, they have created very successful business models (some may describe them as "disruptive") and rabidly loyal customers.

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