“Quality in a service or product is not what you put into it. It is what the client or customer gets out of it.”
– Peter Drucker, management consultant, educator, and author
Technology buyers don’t just purchase your products. They develop a relationship with your brand that extends beyond the financial transaction to how they use your products and services on a day-to-day basis.
Understanding the relationships and perceptions that technology buyers have with your brand should factor into all of your product and service offerings. This includes not only customers, but your entire target market. We see too many technology vendors focusing primarily on general brand satisfaction and not enough on product satisfaction and overall category usage and perception studies.
Brand satisfaction is a must, but only a starting point. All of our satisfaction models indicate that loyalty and retention are better indicators of a product’s strength in the marketplace. As a large majority of technology products are releases of newer versions or updates, customer retention is influenced not only by a company’s specific products and services, but also by the customers’ interactions with the company’s competitors and general marketplace perceptions.
Research areas of expertise:
- Customer brand satisfaction
- Product satisfaction
- Customer loyalty
- Customer retention
- Brand and product perceptions
- Awareness, attitude, and usage studies
- Brand equity
- Purchase process