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The ROI of customer satisfaction research

Date of publication: September 26, 2008

Catalogue: Congress 2008: Frontiers

Company: GfK Group

Authors: Jonathan Wibberley, Phyllis MacFarlane

Abstract:

Market Researchers constantly talk about the need to deliver ROI; but there are few examples showing real figures.This paper aims to show the ROI of BT' extensive Customer Satisfaction programmes which cover the full range of Consumer, SME and Major Customer bases, and hopes to encourage others to publish similar detail, so that the benefits of market research can be acknowledged by all.

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