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The ROI of customer satisfaction research

Date of publication: September 26, 2008

Catalogue: Congress 2008: Frontiers

Company:

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.

Jonathan Wibberley

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Phyllis MacFarlane

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Kehr, W. (1991a, September 08). Customer satisfaction research. ANA - ESOMAR. Retrieved July 03, 2025, from


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Cherbosque, Hernandez and Momney (2005a, October 23). The effectiveness of customer satisfaction measurements. ANA - ESOMAR. Retrieved July 03, 2025, from


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Hothum and Spintig (1998a, September 01). Customer satisfaction research . ANA - ESOMAR. Retrieved July 03, 2025, from


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Citation

Wibberley and MacFarlane (2008a, September 26). The ROI of customer satisfaction research. ANA - ESOMAR. Retrieved July 03, 2025, from


https://ana.esomar.org/documents/customer-satisfaction-research-