Tpoll Tool Tracks Customer Decisions

In the UK, online research specialist Tpoll has launched a tool which analyses the build up of events that contribute to a customer's decision-making process.

The new Internet-based Customer Journey Tracker links together a series of online questionnaires spanning a customer's lifecycle. Responses are combined with existing customer data to provide a total view of why decisions are made in relation to experiences with the brand, internal business activity, or external factors such as competitor promotions.

Targeted at customer relationship managers as well as market research and marketing departments, the tool also enables users to select participants for qual interviews to obtain more detailed insights.

'The ability to track large numbers of individual customers over time, and to understand the positive and negative drivers of their relationship with an organisation in the context of brand and competitor marketing activity, allows a company to be exceptionally responsive to the needs of its target market,' explains CEO Mark Ursell. 'This is essential when faced with tough trading conditions.'

Web site: www.tpoll.com .