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Maritz Looks at 'Make or Break' Customer Moments
Customer experience specialist Maritz Research has announced a new measurement technique examining 'Make or Break' factors in customer relationships.
The new approach helps clients spot the key moments in the 'customer journey' when attitudes turn 'from loyal to devoted, or from passive to disgusted'. The firm says satisfaction surveys traditionally report 'results of regression models' which quantify the 'derived importance' of various attributes contributing to overall satisfaction - masking strong or weak performance in specific attributes and giving 'a paltry understanding' of what really drives overall views of a service or brand. Make or Break can be used alongside such studies to give a more informed picture of crucial factors.
Maritz says it has applied the techniques to a total of 12,500 customer interviews conducted by the firm across a range of industries and regions, and found that whereas traditional methods explain less than half of the variability in overall satisfaction models, Make or Break explains two-thirds.
VP Roger Sant explains: 'We have all experienced a service where one or more elements was so wonderful that we would forgive and forget any aspect that was less than perfect. Similarly, we have all reached the point of no return with a company where we are so dissatisfied that we would never go back and will even tell others about the bad experience. Until now, customer experience surveys have not been designed to uncover if customers have ever experienced these high and low points.'
Founded in 1973, Maritz Research has over 230 employees based in Great Britain and Germany and is online at www.maritzresearch.co.uk .
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