Abstract:
For their eventual performance, many organisations rely hugely on the way in which client contact takes shape, i.e. on the shop floor, with a crucial role for the shop floor employee. Does the shop floor employee seize every opportunity to offer further products or services? Does he/she have adequate knowledge about the organisation's products or current campaigns? Do all staff/branches work alike? Is staff sufficiently aware of the way in which they ought to serve their clients? There is room for an instrument that charts the extent to which the central commercial strategy is put into practice on the shop floor, next to the widely used measurement of customer and employee satisfaction. We cannot fully grasp the development of customer loyalty if we don't have sufficient knowledge of the extent to which the commercial skills as used in client contacts are up to scratch.
Research Papers
Development and implementation of the commercial performance audit
Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business
Authors: Wilfred Kik, Leo van Doorn
 
September 19, 2004
Research Papers
How an external audit can assist an industry in establishing the credibility of a rating service
Catalogue: Latin America 2003
Authors: George Ivie, Nick Terlizzi
 
May 4, 2003
Research Papers
The ARF audit of procedures for media audience research studies
Catalogue: ARF Guidelines Handbook
Author: ARF (Advertising Research Foundation) B.V.
 
January 1, 1990
