Archive for January, 2008
Mystery Shopping
Posted by Simone Militzer on January 15th, 2008 at 4:19pm
Mystery Shopping [also Cryptic Checks] came originally from the USA. It is a controlling instrument for improvement of customer loyalty. Mystery Shopping is a special approach to test undercover service quality or customer service. These tests are conducted by specially trained people who pose as customers. These interviewers get a special education.
Continue reading…
Posted in Uncategorized
Needs-Based Segmentation
Posted by Silvia Azmitia on January 11th, 2008 at 4:24pm
A summary of “The Mechanics of Needs-Based Segmentation”, by Marketing Leadership Council.
In many markets, adding value to the product might be the most consistent way to differentiate from the competition and therefore, maintain or even gain market share. But as companies focus on solutions selling and the provision of value-added services, they often experience an increase in their average cost-to serve.
Posted in Insight