Customer Based Brand Equity
April 3, 2025
Imagine walking in aisle of a typical super market (Shaw’s, Costco etc) to purchase salt, there are many offerings but choice is “Morton”. It is a simple example but a great situation to understand brand and brand equity. Companies already know that identity of product created over period of time through strategic marketing is brand,…
If in an organization, many customers diverge their way to other organizations and customer acquisition program shows less aggressiveness then the organization faces terrible cash flow problems. This is the time when tracking the number of customers in each stage of customer life cycle becomes essential. This helps the organization to determine the purchasing power…
Most of the organizations have murkiness in considering customer loyalty and satisfaction. They feel that both are same and a satisfied customer is always loyal to them. But this is not true as the customer can be delightfully satisfied but he may be or may not be loyal. This is because satisfaction an emotional and…
One of the best applications of Market research is in the area of customer relationship management. It helps an organization to get an accurate and sharp feedback on their performance and through different customer opinions helps them to understand what customers feel about them. The following are some subjects in which market research could give valuable feedbacks:
In many organizations the officials and executives are most of the times face to face with customers. The customers rarely provide any negative feedback being face to face as it may be embarrassing for them to do so. In the same manner they also hesitate in giving positive feedback because they are afraid that by doing so they could weaken the negotiation power with the suppliers. It is therefore very important for the organization to perform market surveys and analyze the actual feedback which they are unable to get it revealed from the customers.
In other cases where customers are not face to face, the suppliers do not get the chance to get feedback from them directly. They only get indirect feedbacks from agents or middlemen which are rarely atomistic and do not perceive the actual meaning. Business results and conclusions require more detailed and analytical information. Hence, there is always an essential need for accurate market research or survey to be performed to get proper and reliable customer feedback.
In CRM system, this market research is embedded like market intelligence which is based on real-time customer information. This information is integrated in such a way that it is accessible centrally with the organization irrespective of departments. But it is also validated so that the confidential information is not accessed by the department which does not have the rights to see it. For example, notifications for late payment by customers should only be visible to accounting department and not to customer service departments which are exposed to customers. All the information is stored centrally in one CRM system but is integrated and customized in this intelligent way.
Integration of market research and CRM has turned out to be very efficient as it saves time for analysis and gives more accurate and authentic results as compared to the tradition market research tools.
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