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In B2B relationships facts are very important for estimating the real situation of the partner and the business risk associated with transactions. We conduct several kinds of interviews in which the strong and weak points of the relationship and the partner can be revealed.
- First of all we try to reach the critical episodes - situations that occured and tell us about what is happening.
- Secondly our interviews are based on the business process. Before the interviews we ask our account to describe the process and make the script of the interview on the basis of the dynamics of the process. It is important for further conclusions and corrections in the relationships.
- Thirdly, we ask everyone the same questions, so comparisons are possible.
Usually the results of the interviews are confronted with the sales data and general view of the relationship,if possible we audit as many aspects of management as possible with strategic thinking of the partner in the first place.
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A focus group is a form of dialog, which reveals not only what every person thinks, bur what is more important how people influence one another. So in focus groups the dynamics of the groups equally important as what people say. You may see not only what is a person's position, but also what changes the position and what not. Friendly atmosphere similar to a meeting of friends encourages honest and straightforward expression. This metho is helpful not only in testing attitudes to a new washing powder or a candidate for presidency. We use it as a useful tool for management diagnosis.
In management context focus groups allow study of reactions and attitudes towards employees, managers, products, services or partner company. They also allow to find out what change directions would be acceptable for a given group of stakeholders. They show important features of organizational culture.
To be reliable source of information at least 3 focus groups should be conducted on one topic.
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Surveys and questionnaires |
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The surveys we conduct allow to conduct a complex analysis o processes which influence accounts' satisfaction and loyalty. If number of account allows, advanced statistical methods like critical path analysis or regression analysis allow to discern factors which have impact on customers. In other cases advanced qualitative analysis give similar results.
Surveys in the context of CRM allow to describe:
- level of accounts' satisfaction with aspects of products or services,
- level of accounts' general level of satisfaction and loyalty,
- the relationship between particular features of a service or a product with general satisfaction.
Our studies are always tailored to particular strategic situation of a company. The tools are always consulted with our clients to make sure they cover the area the company is interested in. Also the delivery of the surveys may have different character.
- on-line surveys,
- survey forms sent by e-mails
- paper surveys
- telephone surveys
- personal interviews
We analyze the data ourselves or assist in preparing the report by the client company/s unit.
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