How Can Market Research Findings Lead to Lasting Improvements Within a Company?
Gudrun Kneißl
Additional contact information
Gudrun Kneißl: MAN Nutzfahrzeuge AG
Chapter 3 in From Customer Retention to a Holistic Stakeholder Management System, 2008, pp 15-29 from Springer
Abstract:
Abstract Virtually every company now measures and monitors customer satisfaction and customer retention. However, it does not necessarily mean that this will lead to an implementation process and specific measures being introduced once the results have been presented. Whilst it is generally agreed that there is a need for improvements to be made, this often remains a good intention. This raises the question: why, when enthusiasm and the reliability of the results encourage action to be taken, does this remain an intention? The lack of a process manager is a major factor which prevents intentions from being translated into actions. Since there are plenty of potential courses of action, a company must decide on one and pursue it consistently. Which method will be suitable for the company depends on parameters such as capacities and the organisational structure as well as the improvement processes already in place at the company.
Keywords: Process Manager; Implementation Process; Team Leader; Customer Relationship Management; Performance Element (search for similar items in EconPapers)
Date: 2008
References: Add references at CitEc
Citations:
There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.
Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.
Export reference: BibTeX
RIS (EndNote, ProCite, RefMan)
HTML/Text
Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-540-77430-3_3
Ordering information: This item can be ordered from
http://www.springer.com/9783540774303
DOI: 10.1007/978-3-540-77430-3_3
Access Statistics for this chapter
More chapters in Springer Books from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().