Business Intelligence will publish a report on 20 April entitled Customer Relationship Management. Discussing issues around benchmarking, the author of the report, Robert Shaw, said: "Use of customer satisfaction measures is extremely high in large firms. Bain and Company reported that 75% of major UK businesses and 77% of those in Europe are using this measure, according to its 1997 survey. More managers who used customer satisfaction measures had problems with it than other measures. Customer satisfaction can be seen as a replacement for traditional marketing measures, such as awareness, image, consideration and preference. As a measure, it indicates the customers' responses to everything that a business does."
Shaw added that competitive benchmarking is also widely used by many large firms. "According to Bain, 65% of major businesses in the UK and 67% in Europe use benchmarking, and its use is on the increase. Fewer managers who used benchmarking reported problems with it than with satisfaction studies, but the incidence of reported problems has been increasing since 1993. Benchmarking allows companies to compare their outputs with rivals, much in the way that marketing has made comparisons with competitors through share of voice, for example.
Quality measures, such as conformance quality and waste, are also being measured. Bain reports 68% of large UK businesses using quality measures and 70% in Europe. Use is decreasing, while problems with the technique are increasing."
The report is priced at #595.
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