Cogent Inc is a full-service, solutions based market research firm with proven expertise in research design, analysis, reporting, business process improvement and leading organizational change initiatives. We formulate strategic and tactical research plans tailored specifically to fit the needs of your business.
Corporate Customer Satisfaction Studies
Corporate customer satisfaction research studies are an organization wide study that measures all five components of Customer Value: product/solution quality, service quality, price, image and relationships. Several of the five components may have sub-areas that address very specific attributes. The corporate survey measures customers’ perceptions and attitudes that answer the question “how do customers feel about doing business with us?”
A transaction survey is an integral part of a comprehensive customer satisfaction program. With transaction surveys detailed customer input is sought shortly after an event or transactions has occurred. Transaction surveys provide timely feedback from customers to process owners. The questions are very specific; more detailed than those on a corporate customer satisfaction study, and are tied to both the characteristics of the event or transaction and the value-added processes. These studies are aligned with the Customer View of your business. This timely and specific feedback from customers is a valuable resource that can be used as a driver of process improvement.
Transaction studies commonly measure new customer satisfaction, product/program rollouts, service/support calls, lost prospects, post sales service, etc. as depicted in our Customer Satisfaction Measurements Model.
Lost Customer Analysis
Lost customer analysis requires conducting a follow-up, exit interview shortly after a customer defects. The purpose of the interview is to gain an in-depth understanding of why the customer left. If the lost customers are quite important personal interviews are appropriate. If the lost customers are less important or more widely dispersed geographically, telephone interviews are probably adequate. This research provides valuable insight into critical value creating process, product/service positioning and other key aspects of your company’s products and services.
Complaint Management Systems
Without a formal mechanism to collect, track, respond to and analyze most organizations fail to satisfy customers that complain. The importance of an effective complaint handling system is best demonstrated by customer repurchase intent. In a recent study 69% of customers that purchased a product/service experienced no problems. These customers had repurchase intent of 87 percent. The remaining 31percent of the customers had experienced a problem. The customers who had experienced a problem and who did not complain had repurchase intent of 47 percent. If the customer complained and the complaint was handled poorly, only 23 percent of customers would repurchase. If the customer complained and the customer was satisfied with the handling of his/her complaint, the repurchase intent was 96 percent. Cogent will utilize its complaint management system expertise that provides your organization with a customer tailored complaint management system that will enable your organization to provide your customers with:
- Easy Access
- Fast Responses
- No Hassles
- Empowered Employees
- Follow Up Action
As a result your organization will have more satisfied customers that will repurchase and a clear understanding the types of complaints, the source of problems and the action taken to resolve the problem. Over time this data will provide your organization with the ability to identify and address the areas that are repeatedly producing customer complaints.
Employee satisfaction research studies are an organization wide study that measures employee satisfaction with key organizational components such as leadership, career path, immediate supervisors, communication, training, etc. Several of these components may sub-areas that address very specific attributes. The employee satisfaction study measures the employees’ perceptions and attitudes that answer the question “how do employees feel about working at Company XYZ?” These studies typically have between 40 and 60 questions most of which are quantitatively scaled.
Response Strategy Sessions Identify Solutions to Critical Business Challenges
Cogent’s response strategy sessions utilize a consultative approach that simultaneously leverages our extensive research and business process improvement expertise and your intimate knowledge of your business to identify solutions for the critical business challenges your customers and employees have identified. Not all issues are equal or warrant an action plan. These sessions will help sift through the research results to identify the issues that will yield the highest potential reward for your customers, employees and your bottom line.