Using Technology to Manage Customer Loyalty

Don't let your customer satisfaction research initiative collect dust on a shelf. Integrate technology with research to optimize the use of customer information.

The typical company spends 80% of customer research time and effort gathering information, and only 20% of that time using it. Companies conduct research to gather information, but it is only useful if it can be turned into positive action.

In the audio book, "Sound Advice on Customer Loyalty," author Steve Walker suggests that integrating technology with research lets companies act on customer feedback intelligently everyday, translating into more loyal customers, and more profit at the bottom line.

Walker outlines three key applications of technology that help make customer research more effective.

"First, there's access. Technology centralizes customer satisfaction survey results, allowing enterprise access to information in real time." He notes that today's technology offers a number of ways to view customer data, such as in aggregate form or at the individual customer level.

The second application is action-ability. Technology can alert account managers of problems with an individual account so that they can take action to resolve the issue before it's too late, according to Walker. "After all, what's the cost of losing a customer, or perhaps more importantly, what's the cost of replacing one?"

Third, Walker identifies accountability as a key application of customer loyalty management technology. "Having access to real time information can be quite a motivator," says Walker, "Especially when account managers know their supervisors can easily view action plans, progress reports, and customer follow up activities."

Steve Walker offers advice on managing customer loyalty each week in the free audio newsletter from What's Working in Biz, http://www.whatsworking.biz/full_story.asp?ArtID=92

About The Author

Richard Cunningham is a principal of What's Working in Biz, http://www.whatsworking.biz, a publisher of business audiobooks and online audio programs on marketing, sales, and small business strategies.

Direct Mail - For Small Businesses

We hear a lot of talk about junk mail nowadays. Many people will tell you... Read More

Becoming Recession Proof

A lot of business owners I've spoken with lately have commented how their business is... Read More

Small Business Newsletter Dilemma: Which Day Do I Send?

If you're just ramping up your small business email newsletter, you might be wondering what... Read More

Finance Your Small Business: So Much Money, So Little Time

$37.4 million funded from venture capital today. $86.4 million funded yesterday. $51.4 million funded the... Read More

How to Integrate Yourself in Someone Elses Business

When do you need to get more involved with the day to day activities of... Read More

Look Like Sizzle, Be The Steak

You've heard marketing and advertising gurus quip, "Sell the sizzle, not the steak." Advertising... Read More

Top Ten Resolves for Building Your Business in 2005

1. Resolve to build a consistent network system.Since referrals are easier to sell, are often... Read More

Window Cleaning Business Future Challenge With Self Cleaning Glass

Self-cleaning glass has been talked about a lot, with such a catchy name in his... Read More

Tell Me The Reasons Why I Should Believe You?

Have you ever heard the phrase, 'PREPONDERANCE OF PROOF'?I recently heard it to describe a... Read More

Small Business And The Ability To Find Market Place Opportunities

Marketing is one of the four corner-posts of a solid business. Knowing a few ... Read More

Franchisor; Ongoing Support and Ideas

Ongoing support for a franchise system is omnipotent. A major part of any family relationship... Read More

Success Tips for Small Business Owners

Running a small business requires many skills. However, to do this successfully you need to... Read More

Keeping a Partnership ALIVE and THRIVING

What are the best methods for keeping a good business relationship?Once you have a business... Read More

Nevada Incorporation: The Advantages of Incorporating in Nevada

Incorporation in Nevada has become an attractive option for savvy business entrepreneurs, and for good... Read More

Starting a Tractor Washing Business

In the heavy equipment cleaning business you can make good money and provide an important... Read More

Creating a Power Plan

Part of the power plan is making sure you have all the necessary contact information... Read More

11 Things Small Business Owners Can Learn From The Supreme Court

1. Have A Strong Constitution ? Justices deliver decisions by interpreting the U.S. Constitution. Never... Read More

Small Businesses with BIG NAMES: Protect Your Trademarks and Reap the Rewards

You're a small business owner with a hot new product or service and you're deciding... Read More

Where to Find a Cash Windfall of $10,000 to $1,000,000 -- You Never Knew You Had

There is a rather famous true story called "Acres of Diamonds".It is about a successful... Read More

Private Franchising is not Real a Real Franchise

One major issue not being addressed right now in the regulatory definitions which guide consumers... Read More

What is Business Process Automation?

Business Process Automation or BPA for short. This was a buzzword a few years back... Read More

Serious About Writing A Business Plan... Start A Business Plan Library

Tap these treasures of ideas. The best money you can spend is money invested in... Read More

Mobile Detailing Environmental Concern in the Deep South

Macon, GA goes after garage-gas station conversion detail/hand car washes for allowing storm drain pollution.... Read More

Bogus Investor and Consumer Complaints and Consumer Misrepresentation

Like most regulatory bodies in the United States, the Federal Trade Commission gets investor and... Read More

Pressure Washing at Golf Courses

There are many potential niches for pressure washing companies that often go unchecked. Some are... Read More

The Business Failed, But Did You?

Q: After years of dreaming about starting my own business, I finally took the plunge... Read More

Creating a Dynamite Account Plan

Why do you need an account plan?When you first decide to approach a company through... Read More

A Portable Trade Show Exhibit Makes for an Easier Show

You can make your trade show experience much easier by using a portable exhibit. Since... Read More

Who Makes the BEST Business Partner

How do you find the best business partners?Finding a good business partner (outside partner, such... Read More

Top 10 Lessons for Small Business Success - As learned From My Twin 3 Year Olds

Small business success is very similar to learning to walk, talk and spell. The basics... Read More

Smart PR Tactics for Small Businesses

Small businesses need Public Relations, possibly more than large corporations, to put them on the... Read More

The Franchisors Heavy Load

Why are we over regulation the franchising industry, what purpose does it serve? Rules and... Read More

How To Ruin Your Business

If you're like the rest of us, you've spent a lot of time trying different... Read More

Build Credibility with Expertise

As an Investment Representative you've worked hard to build trust with your pension clients. Now,... Read More

Carwash Franchisor Case Study

There are only a handful of car wash franchises in the world. This might offer... Read More

Small Business Credit Card Advantages

Obtaining a business credit card enables the small business owner to separate personal expenses from... Read More

Expanding A Mobile Car Wash Business

What is the best time to expand a mobile car wash business? If everything were... Read More

From Birth to Death

Your product is dying. With the same inevitability that we humans move ever closer to... Read More

Corporate Shells

A corporate shell could be liken to a house that had been occupied by a... Read More

Lubbock TX Good Market for a Service Business

We very much like what we see in Lubbock, TX as a good place for... Read More

Yeah, It IS Lonely At the Top

Sometimes when you run a business you feel as lonely as the Maytag repairman. Loneliness... Read More

Administration Of Your Small Business

You've been meaning to tend to the administration part of your business, that is, the... Read More

The SBAs Savviest Program

Forget everything you've ever heard about the U.S. Small Business Administration (SBA). The negative connotations... Read More

Money Series 1: Who Takes Your Money

Your business is making profits, but where is the cash? It seems that someone has... Read More

Accounting Methods ? Cash and Accrual

When starting a business, you have to determine the method you are going to use... Read More

Six Sigma for Small Business

It is not surprising that some people may perceive Six Sigma as being only for... Read More

Reverse Merger: Have They Taken the Reverse out of Reverse Merger?

Are the promoters and consultants destroying the market for Reverse Merger? First lets take a... Read More

Small Business Checks ? Money Saving Options

When you go into business for yourself, there are many things to consider. What you... Read More

How to Profit from Business Consulting Opportunities

Business consulting opportunities might be just what your are looking for in a home based... Read More

Effectively Completing the Operations Plan Section of Your Business Plan

The Operations Plan is a critical component of any business plan as it presents the... Read More