ce-survey supports your business objectives by giving you an effective tool to measure customer commitment, and to identify the actions that will increase customer value and improve your business performance.

LONG TERM: Increase loyalty by fixing core NEGATIVE issues and activating the POSITIVES

SHORT TERM: identify and target 'high churn' risk customers and 'high cross sell' opportunity groups

It does this by categorising your customers into three groups:

1. POSITIVES .. are loyal enthusiasts who keep buying from a company and urge their friends to do the same

• highest re-purchase rates
• responsible for 80% of referrals
• more profitable because they see value in their vendor
• will not move to a compeitor

2. NEUTRALS .. are satisfied but unenthusiastic customers who can be easily wooed by the competition

• re-purchase rates a lot lower than promoters
• motivated by inertia rather than loyalty
• will defect when offered a better deal

3. NEGATIVES .. are customers who have a negative view and will tell their colleagues, encouraging potential customers to take their business elsewhere

• account for 80%+ 'negative word of mouth'
• even if they appear profitable their discontent dimishes their true profitability
• they have significantly lower re-purchase rate
• very likely to defect