Customer Practice: find, attract, and retain customers

MMR's Customer Practice helps clients find, attract, and retain customers. Our studies focus on all types of customers, including consumers, retailers, and channel partners. MMR™ studies describe these customers, including their behaviors, demographics, attitudes, and purchase processes. Throughout this process, we seek to discover leverage points where resources can be invested in products, services, facilities, communications, or other areas to retain existing customers and gain new customers.

Our Customer Practice focuses on topics such as:

  • Consumer Satisfaction
  • Customer Usage, Attitudes, and Buying Process
  • Segmentation Studies
  • Customer Dissatisfaction and Defections

Consumer Satisfaction

Today, customer satisfaction is necessary but no longer sufficient. Too often, companies realize high rates of satisfaction but low repurchase and referral rates. MMR performs a variety of satisfaction and loyalty studies for our clients. These studies identify the key drivers of customer satisfaction and loyalty, as well as the relationship between customer satisfaction and key outcomes such as revenues and market share.

Customer Usage, Attitudes, and Buying Processes

MMR studies also examine customer attitudes and behaviors. Sometimes these studies are performed regularly to track market performance over time. These studies might answer questions such as which customers purchase a particular product, how those customers perceive the services or brand, and which other locations those customers shop. By understanding customer buying processes, we can identify those points in the buying process where marketing efforts can be leveraged most effectively for increased revenues.

Market Segmentation Studies

MMR segmentation studies help clients to identify and select the most attractive segments for their marketing efforts. Our studies move beyond traditional measures such as company size or location to locate variables with two qualities: they are actionable by the client and describe meaningful differences in buyer behavior. These studies seek to build segments based on a variety of criteria, such as customer attitudes, needs, demographics, behaviors, and purchase processes.

Former Customer Studies

Lapsed or former customers often represent a key opportunity, because they are already familiar with a company's products. Our studies seek to determine whether a customer segment has lapsed out of lack of connection or true dissatisfaction. We uncover the root causes of customer defections, identify if lapsed customers are different than current customers, and locate opportunities to turn lapsed customers into current customers.

 



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