Customer Practice: find, attract, and retain customers

MMR's Customer Practice is focused on helping clients to find, attract, and retain customers. Our studies focus on both end consumers and trade customers. Often, our client can identify what their consumers buy or even where they buy it, but they wish to understand who is buying, where they buy it, and how they buy it. Our Customer Practice includes the following types of studies:

  • Beyond Satisfaction
  • Customer Usage, Attitudes, and Buying Process
  • Segmentation Studies
  • Customer Dissatisfaction and Defections

Beyond Satisfaction

In today’s business environment, customer satisfaction is necessary but no longer sufficient. Too often, companies realize high rates of satisfaction but low repurchase and referral rates. MMR performs a variety of satisfaction and loyalty studies on behalf of our clients. These studies address the key drivers of customer satisfaction and loyalty, as well as the relationship between customer satisfaction and key outcomes such as revenues and market share.

Customer Usage, Attitudes, and Buying Process

MMR works with our clients to understand customer attitudes and behaviors. Sometimes these studies are performed regularly to track market performance over time. When examining customer buying behavior, we seek to uncover leverage points where marketing efforts can increase sales. These studies might answer questions such as which customers purchase a particular product, how those customers perceive the services or brand, and which other locations those customers shop. We also gather data to map the customer buying process, and identify those points in the buying process where marketing efforts can be leveraged most effectively for increased revenues.

Segmentation Studies

Our segmentation studies help clients to identify and select the most attractive segments for their marketing efforts. Our studies move beyond traditional measures such as company size or location to locate variables with two qualities: they are actionable by the client and describe meaningful differences in buyer behavior. These studies seek to build segments based on a variety of criteria, such as customer attitudes (defined by reasons for purchase), customer benefits (measured by purchase criteria) or customer value (evaluated by desirability).

Customer Dissatisfaction and Defections

Lapsed customers represent a key opportunity. Although lapsed customers may not be current purchasers, they are already familiar with a company’s products. Also, understanding past defections is a key to minimizing future defections. Our studies seek to determine whether a customer segment has lapsed out of lack of connection rather than dissatisfaction. We work with our clients to understand the root causes of customer defections, identify if lapsed customers are different than current customer, and pinpoint the efforts that can turn lapsed customers into current customers.

 



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