Recently, when preparing for a presentation, Dan Park was re-reading some material that suddenly struck him in a different way compared with his previous reading of it. Drawing on original USA research from customer satisfaction surveys the American marketing specialist Jack Trout makes the following points:

* More than 40 per cent of customers who claimed to be satisfied switched suppliers without looking back. (So many choices, so little time.)

* Eighty nine per cent of people who owned cars from a certain manufacturer said they were very satisfied and 67 per cent said that they intended to purchase another car from that manufacturer.

* Fewer than 20 per cent actually did so.

Source: Trout (2000) p 33.

Clearly the above raises interesting questions about the subject of customer satisfaction and it has prompted a very lively exchange of thoughts between the two authors named above. Out of this came the decision to jointly write this short B2B White Paper that forms the basis of this podcast.

This podcast “Beyond customer satisfaction�, which was jointly written by Paul Hague and Dan Park, covers the following topics:

Is everybody happy?
Loyalty is stronger in most b2b markets
Measuring customer satisfaction
Measuring loyalty
Robust loyalty
Durable loyalty

For more information on this area or for more white papers, please visit our company website at www.b2binternational.com. Visit our b2b-blog for more audio content, free eBook, and much more.This podcast is brought to you by Business 2 Business Market Research Specialists

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This entry was posted on Monday, September 18th, 2006 at 9:19 am and is filed under Podcast, Whitepapers. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.