5 steps to get the customer insights you need.

When you have hundreds or thousands of customers, addressing each one seems impossible; and yet, this is exactly what our Customer Satisfaction Measurement Programs enable you to do.

However, before we can help you understand your customers, we must first understand your business. We must appreciate the challenges you face. We must acknowledge the fact that your problems and opportunities may not be the same as those your competition faces. There can be no such thing as an off-the-shelf, one-size-fits-all solution.

The Dunvegan Process™ is adaptable and custom-tailored for your organization before implementation. The following provides a general sense of the process you can expect as our client.

The Dunvegan Process™

1. Explore
In the Exploratory phase, we work with your management team to determine what you need to know from your customers. We explore the perceptions and beliefs of management, customer-facing personnel and customers to identify the range of values, problems, issues and opportunities relevant to your customers. This insight is used to customize the measurement program for your specific needs.

2. Audit
In the Audit phase, we undertake a systematic measurement program to evaluate:

• Your critical measures of customer satisfaction
• Your customer affinity or loyalty
• Your likelihood of retention
• Your projected revenue outlook from your existing customer base
• Your common problem experiences
• Your effectiveness of problem resolution

Through the Audit phase, we are able to identify opportunities to leverage relationships with your delighted customers and uncover discontent so you can avert customer defection.

Audit Interviews with your customers are conducted by telephone, online or through mail-out questionnaires. In order to collect and synthesize feedback from tens, hundreds or even thousands of your customers, we tailor the Dunvegan Dashboard™ to display the specific insights your organization needs. This becomes your tool to view customer feedback, in real-time, at all levels of your organization. 

3. Diagnose
The Diagnostic phase of the Dunvegan Process™ provides a comprehensive assessment of how customers perceive your delivery of products and/or services. We identify areas where you can achieve the greatest impact on customer loyalty and retention with the least investment in time, energy and financial resources (i.e., areas where a small improvement will have the greatest positive impact).

Diagnostic interviews with your broad base of customers are conducted by telephone or online. As with the Audit phase, all responses to the diagnostic questions are entered into the Dunvegan Dashboard™, which allows us to shed light on trends and specific issues.

4. Prescribe
Through the Dunvegan Dashboard™, we instantly display priority actions for each customer so that you can rescue individual customers at risk of defection immediately upon completion of their interviews (within 24 hours). We also provide in-depth analysis to identify actions that will more fully engage your customer audience, on a local, regional, national or global basis, to enhance customer retention and loyalty across the organization.

We provide you with prescribed actions to achieve the greatest impact, in the short and medium term, to enhance customer satisfaction, customer loyalty, customer retention and improved revenue retention.

5. Support
Customer feedback is ongoing. Every time you grow, change your operations or alter your service policies, customer perceptions can change. As well, when competitors grow, change their operations or alter their service policies, customer perceptions can change, affecting your business.

In the course of our work together, we continue to build your Dunvegan Dashboard™ to reflect your ongoing needs for information. Our senior account managers are with you every step of the way to ask the right questions and interpret the results and to provide training where necessary to ensure you and your customers enjoy maximum benefit from the program.

This is how The Dunvegan Process™ will help you keep your satisfied customers.

Would The Dunvegan Process™ benefit your organization? Contact us for an initial consultation.