Service marketing strategies taken by Custom Research Inc
Abstract: Custom Research Inc. (CRI), a marketing research firm, leverages an intensive focus on customer satisfaction, a team- oriented workforce, and information technology advances to pursue old-fashioned ends: individualized service and satisfied customers. Since 1988, when CRI adopted its highly focused customer-as-partner approach, client satisfaction has risen from already high levels, and gains in productivity, sales volume, and profits have out paced industry averages. CRI's steering committee, composed of partners Judith S. Corson and Jeffrey L. Pope and two executive vice presidents, is responsible for crafting CRI's goals and strategies and views customer loyalty as the firm's most valuable business asset. With all CRI employees as members of customer-focused teams, a flat organizational structure helps make executives immediately accessible to employees, customers, and suppliers. Well-developed systems are in place for understanding customer expectations, soliciting customer feedback, and monitoring each facet of company, team, and individual performance. Together, these systems help set the course for CRI efforts to meet or exceed customer expectations that can serve as a model for other professional services firms.
Abstract: Custom Research Inc. (CRI), a marketing research firm, leverages an intensive focus on customer satisfaction, a team- oriented workforce, and information technology advances to pursue old-fashioned ends: individualized service and satisfied customers. Since 1988, when CRI adopted its highly focused customer-as-partner approach, client satisfaction has risen from already high levels, and gains in productivity, sales volume, and profits have out paced industry averages. CRI's steering committee, composed of partners Judith S. Corson and Jeffrey L. Pope and two executive vice presidents, is responsible for crafting CRI's goals and strategies and views customer loyalty as the firm's most valuable business asset. With all CRI employees as members of customer-focused teams, a flat organizational structure helps make executives immediately accessible to employees, customers, and suppliers. Well-developed systems are in place for understanding customer expectations, soliciting customer feedback, and monitoring each facet of company, team, and individual performance. Together, these systems help set the course for CRI efforts to meet or exceed customer expectations that can serve as a model for other professional services firms.