Customer Lifecycle Launch

In the US, recently launched customer satisfaction, loyalty and retention research agency Customer Lifecycle has designed a new consulting and research approach which it claims provides a deeper stage-by-stage understanding.

The firm, which was founded last month by Karin Ferenz and James Salter, conducts research and analysis around the entire customer lifecycle and then works with clients to deploy and integrate the findings into the day-to-day management and operations of the organization.

Ferenz previously held senior leadership positions with global market research firms ICR, The Olinger Group, Bellomy Research, and Harris Interactive. She holds a BA in Behavioral Science from the University of Chicago and an MBA in Marketing Research from George Williams College.

Salter was formerly SVP of the Customer Loyalty Practice at Harris Interactive and Total Research Corporation, and a senior executive with Gunneson Group International, a founding organization in Total Quality Management consulting and Voice of the Customer initiatives. He holds his Bachelor and Juris Doctor degrees from the University of Missouri.

The new conceptual model was developed by Ferenz to help B2B and B2C companies plan and conduct research to identify and measure customer requirements at every stage of the relationship. These can then be integrated into a client's organizational functions and business processes.

Client Hernando Gonzaléz, Senior Manager, Corporate Marketing Research for Sun Microsystems states: 'Karin challenges us to think non-traditionally, not only about research design and analysis, but especially on how to apply the outcomes of the research within the organization. Her approach has helped us to answer our specific questions that precipitated the research while at the same time broadening our view of how any one project fits into the whole scheme of information and data we already have.'

Web site: www.customerlifecycle.us .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.