In 2005, when a survey revealed customer dissatisfaction, Rockwell Automation, a US high tech manufacturer, conducted Customer Loyalty studies that revealed the company’s focus should be on customer loyalty and intimacy rather than on features and benefits. A follow-up benchmark study confirmed that Rockwell’s customer loyalty and advocacy scores were below industry averages and that better complaint handling would produce loyal customers more likely to advocate on the brand's behalf. Areas ...

BPIR Categories

1.1.5 Conduct customer surveys
4.1.1 Identify market segments & target customers
1.3.1 Build customer relationships
4.1.4 Develop & implement marketing strategy

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