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SatMetrix: Helping to Build Customer Relationships

Outstanding marketing companies go out of their way to keep their customers satisfied. But gauging satisfaction, especially at an individual level, can be difficult. SatMetrix, an Internet-based company, creates and administers email surveys for firms such as eBay, Siebel, eTrade, Hewlett-Packard, and Lucent Technologies. The surveys reveal customer expectations and measure customer satisfaction. The goal? To keep customers happy and loyal. Says Roselie Buonauro, SatMetrix’s co-founder and chief customer officer, “Everything in today’s economy is about keeping customers. Customer loyalty drives cash flow.”

After reviewing the video segment featuring SatMetrix, answer the following questions about customer satisfaction and retention:

This activity contains 3 questions.

How might a company, such as eBay or Hewlett-Packard, work with SatMetrix to build customer relationships and encourage customer loyalty?

To create paragraphs in your essay response, type at the beginning of the paragraph, and at the end.

SatMetrix relies on email to gauge customer satisfaction. What are the advantages and disadvantages of obtaining customer feedback through email surveys? How else might a company connect with customers to obtain satisfaction feedback?

To create paragraphs in your essay response, type at the beginning of the paragraph, and at the end.

Think of a time when a product or service failed to meet your expectations. How did the experience affect your relationship with the brand and company? How did you respond? What could the company have done to turn the failure into a positive experience?

To create paragraphs in your essay response, type at the beginning of the paragraph, and at the end.

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