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Overview
| CustomerSat Sales & Marketing
Solutions |
Manages Responsive Actions and Delivers Analytics
that together: |
| Prospect
Qualification |
- Improve sales performance by quickly identifying
"hot" leads, leading to immediate
action for the real sales opportunities
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Win/Loss |
- Drive sales by uncovering the reasons you
won and lost a sale.
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| Brand
Equity & Awareness |
- Measure brand impact, and reveal where and
how to improve brand equity.
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| Competitive
Analysis Solutions |
- Gather intelligence that helps you understand
the position of your company relative to the
competition.
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| Product
Roadmap Solutions |
- Raise product development and marketing effectiveness
by identifying the features and functions your
customers want, helping you prioritize product
development investments.
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| Customer
Churn Solutions |
- Reduce customer churn by showing you why customer
left, and what actions you can take do to bring
them back.
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| Industry
Benchmarking Solutions |
- Let you gauge and strengthen your industry
position based on market feedback, for key performance
metrics, against your exact competitors.
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| Conference
Effectiveness Solutions |
- Improve all aspects of your conference, from
speaker presentations to breakout sessions and
vendor fairs, based on attendee feedback.
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CustomerSat Sales & Marketing survey solutions enable
you and your sales, marketing, brand, and account executives
to:
- Increase:
- New revenues
- Recurring revenues
- Up-sell revenues
- Cross-sell revenues
- Identify the best prospects in your
sales database and focus sales efforts on them
- Refine product roadmaps to achieve
the greatest customer engagement
- Increase sales win rates
- Reduce customer churn
- Improve sales conference effectiveness
- Manage brands more strategically and
effectively.
- Product management
- Brand management
- Strategic planning
- Corporate communications.
CustomerSat delivers the benefits of these solutions through
a combination of Enterprise and Professional Services. CustomerSat
Sales & Marketing solutions include:
Prospect Qualification
- Field sales force
- Inside sales team
- Resellers
- Channel partners
- Intelligently categorizing sales prospects
from “hot” to “cold”
- Identifying your best sales prospects
- Revealing prospects’ purchase
intentions and profiles
- Alerting the right sales people of
prospects that deserve immediate attention
- Enabling salespeople to direct their
sales efforts most effectively
- Enabling salespeople to use their
most valuable asset – time – most productively.
- New prospects
- Existing customers who are candidates
for up selling and cross selling.
Get Close to Your Prospects
By applying the same tools and techniques that CustomerSat
has refined to gather customer feedback, CustomerSat lets
you gather key information from you prospects.
- Purchase intentions
- Budget authority
- Vertical market
- Role in the purchase process
- Brands, products, or solutions with
which they are familiar, and perceptions of each
- Brands, products, or solutions currently
in use, and plans for each
- Dates of expiration of current contracts
and licenses
- Current inventory on hand
- Gender, age range, and other demographics
- Computer platform and configuration,
operating system, and other technographics
- Political, social and economic attitudes
and other psychographics
- Contact information and best time
and way to contact
- Specific interests and requirements
in prospects’ own words.
Deployment Options
- Real-time or near-real-time, as prospects
call your call center, visit, or register on your web site
(see also Website
& E-commerce Prospect Qualification Solutions)
- In weekly or monthly batches, for
example, as prospects send in information-request cards
containing email addresses.
For “hot” prospects, CustomerSat solutions can
notify the right sales people through real-time action alerts
for immediate follow-up, or use Action Management to open
cases with an assigned manager and deadline.
Win/Loss Solutions
- Why you won some deals and lost other
deals
- Who your competitors were in each
deal and your relative perceived strengths and limitations
against each
- Critical factors in each decision
- How each vendor rated along the critical
decision factors
- Impact of your account management
on the decision
- What might have made the deal go the
other way.
CustomerSat Win/Loss solutions include a pair of companion
surveys – one for deals won, one for deals lost –
designed and deployed as an integrated system. Similar questions
between the two surveys let you directly compare your organization’s
performance against that of your key competitors.
For example, in the Win survey, the question, “In what
areas was the winning vendor strongest?” applies to
you. In the Loss survey, the same question applies to your
competitor. CustomerSat analytics let you cross-tab and filter
survey results online to let you directly compare results
by competitor.
- Strategically –
to refine product, marketing, sales, and pricing, to strengthen
your competitive position on future deals
- Tactically –
by providing detailed intelligence on each:
- Deal lost, to help you win future
business from that customer
- Deal won, to show you what sales
techniques, features and benefits to emphasize in future
selling.
Deployment Options
- Real-time, as deals are registered
as won or lost in your CRM or other sales management system
- A specified number of days or weeks
after a deal is won or lost
- Weekly or monthly batches.
Brand Equity & Awareness Measurement
Solutions
Your brand encapsulates everything your organization stands
for and the value it delivers, and influences every aspect
of your sales and marketing. CustomerSat Brand Equity &
Awareness Measurement solutions go far beyond assessing the
effectiveness of your brand names, logos, and advertising.
Whether a single brand or portfolio, CustomerSat solutions
help you manage your branding more strategically.
- How your brand is perceived by customers
and prospects in image, quality, price, and other attributes
- How perceptions of your brand compare
by market segment with those of your competitors
- The affinity customers feel with your
brand, and the extent to which it drives purchase decisions.
- Increase each brand’s ability
to attract and retain customers and create goodwill and
advocacy
- Segment your customers and prospects
by affinity and purchase intentions, and develop the right
sales and marketing strategy for each segment
- Sharpen your sales and marketing messages
- Build overall brand equity.
CustomerSat Brand Equity Solutions
CustomerSat models brand equity as a key asset comprised
of four layers. Brand Awareness
is the foundation layer.
- Quality – the
perceived worth of the branded products and services relative
to competitors
- Image – the
specific attributes such as style, performance, and technology
leadership which the brand represents
- Price – not
just initial purchase price but total cost of ownership.
- Emotional connection
– the brand’s ability to evoke an emotional
response in the customer
- Behavioral driver
– the brand’s ability to influence the customer’s
buying behavior.
Overall Brand Equity, the fourth layer, is a composite of
all of these factors.
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| 4 |
Overall
Brand Equity |
| 3 |
Emotional
Connection (Affinity) |
Behavioral
Drive (Purchase Intentions) |
| 2 |
Image |
Quality |
Price |
| 1 |
Brand
Awareness |
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CustomerSat Brand Equity & Awareness solutions use different
questionnaires and processes to characterize and measure the
strength of each attribute in the first three layers, as the
table below demonstrates. Overall Brand Equity is assessed
from these measures.
| CustomerSat Brand Equity &
Awareness Solutions |
| Layer |
Attribute |
Example Questions |
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3 |
Behavioral Drive |
- Re-purchase Brand X?
- Switch to a different brand from Brand X?
- Try out a new product from Brand X?
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Emotional Connection |
- How much do you trust Brand X?
- To what extent do you identify with Brand
X?
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2 |
Quality |
- How does the quality of Brand X compare with
that of Brand Y? Brand Z?
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Price |
- How does the price of Brand X compare with
that of Brand Y? Brand Z?
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Image |
- What three words best describe Brand X to
you?
- Please rate Brands X, Y, and Z on the following
dimensions:
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1 |
Awareness |
See below |
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Brand Awareness Solutions
- By vertical market, geographical region,
or other market segment
- By sales distribution channel
- By marketing communications vehicle
or channel.
- Which single company comes to mind
first in the Y market?
- What other companies come to mind?
- What company do you view as the leader
in the Y market?
- What factors led you to mention [company]
as the leader?
- Are you aware of Company’s offerings
in the Y market? If so, to what extent?
- Please list the types of services
that you know Company to offer in the Y market.
- What three words best describe Company’s
position in the Y market?
- What is your perception of Company’s
services? Technology? Account Management?
- Based on your understanding of Company’s
products, strategy and execution, how do you view its market
position a year from now?
CustomerSat analytics let you cross-tab and filter survey
results online to view measures of brand awareness for any
detailed segment of your market – for example, female
consumers under the age of 35 in the Eastern region –
and how best to prioritize investments by brand feature or
attribute to increase awareness in that segment.
To gather feedback from your entire market, CustomerSat provides,
through its authorized online sample partners, targeted lists
of potential customers with email addresses in your market
who have given permission to be contacted.
- Research approaches and market definitions
to address your requirements
- Sample selection and, if appropriate,
respondent incentives
- Action alerts driven by survey results
- Online and off-line analysis and reporting.
Competitive Analysis Solutions
CustomerSat Competitive Analysis solutions gather intelligence
on your competitors and on your organization’s position
relative to those competitors.
- How customers and prospects view your:
- Product and service quality
- Pricing
- Account management
- Ease of doing business
- Other key performance metrics relative
to specific competitors
- What marketing, sales and distribution
practices your competitors use
- Competitors’ pricing policies
and practices by segment
- Primary partners, dealers, and distributors
of your competitors
- How best to prioritize investments
to strengthen your competitive position.
To gather feedback from your entire market, CustomerSat provides,
through its authorized online sample partners, targeted lists
of potential customers with email addresses in your market
who have given permission to be contacted.
- Research approaches and market definitions
to address your requirements
- Sample selection and, if appropriate,
respondent incentives
- Action alerts driven by survey results
- Online and off-line analysis and reporting.
Product Roadmap Solutions
Your published product roadmap conveys your strategic direction
to customers and builds customer loyalty and advocacy.
- Optimally define and refine roadmaps
- Determine the right product and service
features to include in your roadmap
- Ensure that roadmaps are clear and
timely.
- What features are most important to
customers and prospects
- The most important features by market
segment
- How best to prioritize product development
investments.
To gather feedback from your entire market, CustomerSat provides,
through its authorized online sample partners, targeted lists
of potential customers with email addresses in your market
who have given permission to be contacted.
- Research approaches and market definitions
to address your requirements
- Sample selection and, if appropriate,
respondent incentives
- Action alerts driven by survey results
- Online and off-line analysis and reporting.
Customer Churn Solutions
- Which of your customers left, who
they went with, if anyone, and why
- How they rate your organization and
the other vendor on key performance attributes
- What could be done to bring them back.
- Strategically –
by revealing why and which customers left, where they went,
and how to keep them from leaving in the future
- Tactically –
by informing your “Customer Save” or “Customer
Win Back” program with detailed, real-time intelligence
on specific customers who were lost and how to bring them
back.
Deployment Options
- Real-time, as customers are registered
as lost in your CRM or other sales management system
- A specified number of days or weeks
after each customer has been lost
- Weekly or monthly batches.
For customers who deserve attention right away, CustomerSat
solutions can notify the right sales people through real-time
action alerts for immediate follow-up, or use Action Management
to open cases with an assigned manager and deadline.
Industry Benchmarking Solutions
These CustomerSat solutions are industry benchmark programs
tailored to your market, industry, customers, and prospects.
- Based on feedback from the market
you serve
- For the exact performance metrics
key to your business
- Against your exact competitors.
CustomerSat Industry Benchmarking solutions apply the same
rigorous methodologies that CustomerSat has refined for the
CustomerSat
Benchmark Program.
- Research approaches and market definitions
to address your requirements
- Sample selection and, if appropriate,
respondent incentives
- Action alerts driven by survey results
- Online and off-line analysis and reporting.
To gather feedback from your entire market, CustomerSat provides,
through its authorized online sample partners, targeted lists
of potential customers with email addresses in your market
who have given permission to be contacted.
Conference Effectiveness Solutions
Whether an international users group meeting, regional sales
conference, classroom training or online seminar, these CustomerSat
solutions let you measure and enhance all aspects of participants’
experiences and satisfaction, and increase conference effectiveness.
CustomerSat Conference Effectiveness Solutions measure all
aspects of participants’ experiences, including agenda,
content, delivery, facilities, location, scheduling, and more.
- Ensure the quality of service delivery
- Increase participant learning, productivity,
and satisfaction
- Continuously improve all aspects of
your conferences
- Coach presentation staff for outstanding
performance
- Invest in those areas that will drive
the greatest gains in conference effectiveness
- Recognize and address logistical problems
and opportunities promptly
- Streamline operations and reduce costs
- Coordinate and align efforts of your
entire conference staff
- Drive speaker rewards and recognition
most effectively.
See also: Workforce
Training Solutions
 
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