Bug Insights Co-Founder Presents New Methodology for Understanding Link Between Customer Satisfaction and Loyalty
The measurement of service quality and customer satisfaction has received considerable academic attention over the past twenty-five years. Despite the money invested to promote loyalty among high-value customers, it is an increasingly elusive matter.
Atlanta, GA, September 29, 2014 (Newswire.com) - Tim Glowa, co-founder of Bug Insights, a marketing analytics company, has released an E-book. Measuring Customer Satisfaction presents a new methodology for understanding customer satisfaction and its relationship to customer behavior through the use of discrete choice modeling.
The measurement of service quality and customer satisfaction has received considerable academic attention over the past twenty-five years. Companies spend hundreds of millions of dollars and thousands of people hours trying to understand and influence customers, and often assume incorrectly that satisfied customers are loyal ones. According to Glowa’s E-book, despite all the money invested to promote loyalty among high-value customers, it is an increasingly elusive matter in almost every industry. To increase customers’ satisfaction, firms must do more than simply track loyalty, satisfaction or defection.
"Organizations need to do a better job understanding what customers are looking for as part of their value proposition. A big part of this is asking better, smarter questions in the survey process - questions that deliver better, more actionable data. The data and insights should be linked to a clear understanding of the ROI an organization can expect to see."
Tim Glowa, Co-Founder, Bug Insights
Glowa uses an empirical example of customer satisfaction, the post-paid cellular service in Western Canada. The results of this new model are compared to two traditional methods of modeling customer satisfaction data which include exploring the differences between attribute performance and attribute expectation.
“Organizations need to do a better job understanding what customers are looking for as part of their value proposition. A big part of this is asking better, smarter questions in the survey process - questions that deliver better, more actionable data. The data and insights should be linked to a clear understanding of the ROI an organization can expect to see,” said Glowa.
Bug Insights co-founders Tim Glowa and Garry Spinks launched their company with a focus on marketing analytics and an emphasis on actionable data and optimization. Prior to founding Bug Insights, Glowa and Spinks were partners at one of the world’s largest consulting companies, where they first met and worked on several projects together.
"Having worked closely with Tim for the last ten years, there is no better expert in measuring customer preferences to understand what drives- or leads to- customer satisfaction," said Spinks.
About Bug Insights
Bug Insights is a marketing analytics company that provides prescriptive analytics to help organizations make better business decisions. Using fact-driven data, Bug Insights consults clients how to best optimize the return on their marketing investments. The company assists organizations with a range of actionable research methodologies including focus groups, conjoint, A/B testing, data mining, and trade-off analysis. Bug Insights advises organizations of all sizes across a range of industry verticals. For more information, please contact info@buginsights.com or visit www.buginsights.com.
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