Phone and IVR-based market research is a core competency of TenPoint Complete. Customer Satisfaction, loyalty and retention programs are examples of services we offer.
Customer Satisfaction Indexing (CSI) and Net Promoter Score (NPS) are examples of popular outputs of these types of market research program. TenPoint Complete has been producing effective CSI programs for over 15 years for the automotive and auto physical damage industries. TenPoint Complete President and COO John Webb is a Net Promoter Certified Associate.
The CSI score is derived from a YES/NO type of survey question, while the NPS score is derived from a scale-based survey question. These questions are generally asked in the following manner:
- Based on this experience, would you recommend XYZ company to family and friends? (Y/N)?
- On a scale of 0-10 where 0 is poor and 10 is outstanding, how would you rate your experience with XYZ company?
In addition to CSI and NPS scores, valuable information can be gathered using market research in both B2C and B2B applications. For example, market research can help you answer questions like these:
How do customers perceive the friendliness of customer service personnel?
- How efficienct is my call center at solving customer issues the first time?
- How do customers rate my on-time delivery of products/services?
- How is a new program or product being perceived in the marketplace?
- How do customers rate the knowledge and professionalism of your staff?
- What is the prevailing labor rate in the area?
- What are the annual sales of certain businesses and which equipment/services do they offer?
Because customer perceptions are fluid, and there is an economic benefit to turning a negative experience into a neutral or positive experience, many market research programs are ongoing in nature.
Market research can also be utilized for projects, however, where the goal is to gather information. An example of this would be a labor rate study for a certain market or state. Since labor rates are unlikely to change frequently, it is likely that an annual survey would be appropriate.