Customer monitoring
There are many reasons for implementing a customer monitoring. A constant rating of the customer satisfaction and loyality allows a continuous improvement of the offer according to the customers´ expectations. The collected key data serve, at the same time, as an early warning sytem for market changes. Checking the effectiveness of single marketing activities enables the optimisation of the marketing mix. The customer structure and the catchment area of a site can be exactly analysed.
Such a customer feedback system can be achieved at one or at several sites. Similar to bench marking each site can always be judged in relation to the entirety of all sites. Weaknesses are discovered and potential for optimisation is recognised. Impacts of marketing activities can be controlled.
Central indicators are regularely measured at all sites. Certain subjects have to be treated site-specifically – for instance the evaluation of the local marketing mix. Current strategic questions can be incorporated in the particular customer monitoring.
Through a customer monitoring important strategic questions can be answered, that would have to remain unresponded through a mere orientation on sales´ figures:
- Which areas of performance does customer loyality depend on most?
- Which modifications of the product or service cause a higher sales volume?
- Which parts of the offer are dispensable for the customers?
- How does customer loyality develop at the single site over time?
- Which marketing activities are potent and cause new customers?
- Which trends are there in the preferences and expectations of the customers?
