Using Technology to Manage Customer Loyalty

Don't let your customer satisfaction research initiative collect dust on a shelf. Integrate technology with research to optimize the use of customer information.

The typical company spends 80% of customer research time and effort gathering information, and only 20% of that time using it. Companies conduct research to gather information, but it is only useful if it can be turned into positive action.

In the audio book, "Sound Advice on Customer Loyalty," author Steve Walker suggests that integrating technology with research lets companies act on customer feedback intelligently everyday, translating into more loyal customers, and more profit at the bottom line.

Walker outlines three key applications of technology that help make customer research more effective.

"First, there's access. Technology centralizes customer satisfaction survey results, allowing enterprise access to information in real time." He notes that today's technology offers a number of ways to view customer data, such as in aggregate form or at the individual customer level.

The second application is action-ability. Technology can alert account managers of problems with an individual account so that they can take action to resolve the issue before it's too late, according to Walker. "After all, what's the cost of losing a customer, or perhaps more importantly, what's the cost of replacing one?"

Third, Walker identifies accountability as a key application of customer loyalty management technology. "Having access to real time information can be quite a motivator," says Walker, "Especially when account managers know their supervisors can easily view action plans, progress reports, and customer follow up activities."

Steve Walker offers advice on managing customer loyalty each week in the free audio newsletter from What's Working in Biz, http://www.whatsworking.biz/full_story.asp?ArtID=92

About The Author

Richard Cunningham is a principal of What's Working in Biz, http://www.whatsworking.biz, a publisher of business audiobooks and online audio programs on marketing, sales, and small business strategies.

---

Have You Thanked Your Competitors Today?

Competition in the business world is often viewed as a... Read More

Don?t Quit Before You Get to the City!

We were more than excited. Our women's doubles tennis team... Read More

The ABCs of Fundraising

There are many little details that go into making sure... Read More

Looking into the Future for Profits

How to identify future solutions and opportunities?Your power page, if... Read More

Lawyers Everywhere Telling Regulators What Laws to Make

The Federal Trade Commission decided to sit down and revamp... Read More

Leverage The Power of Publicity For Your Small Business

Your business is only as good as the number of... Read More

Setting Prices - Pricing Your Consulting Services

THE PSYCHOLOGY OF PRICINGIn case you hadn't noticed, people can... Read More

Uncover Free Veins Of Gold By Prospecting Online Guru Newsletters (Part 1 of 2)

Incredible as it sounds, you have a goldmine of free... Read More

Do You Microbifer in Your Cleaning Business?

Microfiber cleaning towels have been around for about ten years... Read More

Practical Money-Saving Tips For Small Businesses

One of the primary concerns all small businesses have is... Read More

Book Yourself Solid Key #5: Go Forward With Gusto & Articulate What You Do

Want your small business to flip instead of flop?! Statistically... Read More

Breaking The Chains!

Everyday, customers and business owners are bombarded with billboards, logos,... Read More

Going Public: Now that You Have Successfully Made the Transition, What Do You Do?

Ok, you have successfully accomplished your dream of being the... Read More

Your Practice is Only as Valuable as Your Referral Base

Many physical therapists in private practice have the appearance of... Read More

Starting a Small Business: Balancing Risk and Reward

In a perfect world, starting a small business would be... Read More

Small Business Stress Buster: Completion not Perfection

Completion not Perfection Five Keys To Doubling Your Productivity and... Read More

Pressure Washing Market Niche

Those who are in the pressure washer business should not... Read More

Promote Yourself More Successfully

One of the great challenges for independent professionals and small... Read More

The Single Most Powerful Small Business Marketing Tool On The Planet

Let me get right to the point. The single most... Read More

Small Business Health Check-Up

If your home business is not performing the way you... Read More

Two Types Of Business Plan Cover Pages ? Which One Are You Using?

This is the tale of two business plans with very... Read More

Are You Really the Boss in Your Own Business?

I recently met with a very successful magazine publisher who... Read More

Tips and Tricks for Legal Debt Collections

If a customer owes your local business money, it's hard... Read More

The Advisory Board: A Business Owners Most Valuable Resource

As a company grows, the owner's role begins to change.... Read More

One Of The Best New Business Opportunities May Be Right In Your Home - A New Daycare Business

The day care industry is expanding. There are now more... Read More

Virtual Assistant ? Questions Answered

What is a Virtual Assistant?A Virtual Assistant is a person... Read More

The PR Commitment to Small Business

We're birds of a feather, public relations and small business.... Read More

Small Business CRM Is Here To Stay

If you ask most small business owners what priority CRM... Read More

How to Get Started As A Government Contractor

Becoming a contractor or sub-contractor for the U.S. government can... Read More

There Are No Dumb Business Questions, Not!

Q: I'm curious. What is the dumbest business question you've... Read More

The Misconceptions of the Value Of Disclosures in Franchising

Disclosure laws in franchising are suppose to help the consumer.... Read More

Big Successes Never Happen Overnight

Treat your business as a serious, full-time business and be... Read More

Job Costing - Do You Know How?

What's your job profitability? I meet with business owners every... Read More