If you are the CEO or Sales Director of a business-to-business (B2B) company, the chances are that you think about these questions from time to time:
At Deep-Insight, we have been helping CEOs and Sales Directors understand the REAL drivers of customer loyalty for more than 15 years. That’s the core of what we do at Deep-Insight so if you’re asking some of the above questions, we can help you with the answers.
Most well-run organisations conduct annual customer surveys. Traditionally, these customer surveys were based on the measurement of Satisfaction. Unfortunately, satisfaction is a poor predictor of a long-term business relationship. A client can be satisfied today – but leave tomorrow.
At Deep-Insight, we take a different approach. Satisfaction has its place as a customer metric but our Customer Relationship Quality (CRQ™) assessments are based on the fact – academically proven – that long-term business relationships are built upon a combination of Trust between both business partners, and a strong Commitment from both parties to make that partnership work.
These three elements – Trust, Commitment and Satisfaction – determine the quality of any business relationship and are driven by your clients’ perception of the Solution you offer and their Experience of working with you. Underpinning all of this is the quality of Service that you provide on a day-to-day basis.
If you want to understand the entirety of the business relationship at any strategic account, or across your entire customer base, you need to measure and monitor all six elements. That’s what we do.
As a CEO or Sales Director, you need to understand your clients’ future intentions, not just their past behaviours.
At the heart of our Customer Relationship Quality (CRQ™) offering is an account segmentation approach that helps you do exactly that. We will identify your most loyal accounts – the Ambassadors and Rationals. We will also highlight the specific issues that may be driving your Ambivalents, Stalkers and Opponents to think about moving their business elsewhere when their contracts do come up for renewal.
If you are like most of our B2B customers, the Pareto Rule applies: 80% of your revenues (and possibly a higher proportion of profit) are generated by 20% of your clients. That is where to start. Give us the contact details of everybody in those accounts that has a perspective of your company – not just the decision-makers but the day-to-day operational contacts as well – and we’ll tell you exactly what they think of you: the relationship, your products and service, your strengths and weaknesses.
Strategic account are key, but don’t ignore the other accounts. A Customer Relationship Quality (CRQ™) assessment is a full census of your customer base so use the opportunity to get their views as well.
At Deep-Insight, a typical customer assessment is one that is delivered frequently – typically every 6 or 12 months – to anywhere between 500 and 5,000 client contacts. For larger clients, there are dozens of individuals who have a view on your organisation. It doesn’t matter where in the world these individuals are located, or what language they speak, we will get their honest feedback.
As this is a relationship as opposed to a transactional survey, our clients often their Customer Relationship Quality (CRQ™) results with the compensation plans of their senior executives and the sales teams.
Most of your clients – certainly all the larger ones – will have a nominated account manager. An optional module is the Account Manager Index (AMI™) reporting suite that helps you understand how effective your account managers are at building long-term relationships with clients.
Looking for something that suits a slightly smaller organisation? Or want to run more frequent client assessments?
No problem. Our CRQ Healthcheck assessment is designed for the mid-corporate and large SME market. This cost-effective option is also based on the same CRQ methodology. It has most of the functionality of a full assessment but is limited to 300 customer contacts.
The Healthcheck consists of a short 12-question survey and is designed to be completed in only five minutes so it is also ideal for companies that need to get regular (monthly or quarterly) feedback from their client base in the form of a short, sharp survey.
For years, our Customer Relationship Quality (CRQ™) methodology has incorporated the internationally-recognised Net Promoter Score (NPS)* benchmark. Indeed, Deep-Insight has been collecting NPS data for more than 10 years across 86 countries for companies such as ABN AMRO, Atos, Babcock International, Bankers Almanac, BT, CSC, Santander Bank, Toll Group and Vitality.
For more information, contact us here.
* Net Promoter® and NPS® are registered trademarks and Net Promoter SystemSM and Net Promoter ScoreSM are trademarks of Bain & Company, Satmetrix Systems and Fred Reichheld