ORC International

ORC International is a leading global market research firm headquartered in Princeton, NJ and possessing 16 offices across the U.S., Europe and Asia Pacific.

For 75 years, we have encouraged our clients to integrate intelligence to enhance their knowledge and create smart and strategic opportunities.

Today, our focus still remains clear. We help you explore, navigate and integrate insights to uncover what truly engages people around the world. With a focus on improving business performance and growth, we combine quality data, smart synthesis and a best in class digital platform to deliver transformative business insights across your customers, employees, markets, and products.

Customer Strategies: An integrated view of the customer experience

ORC International’s unique, advanced Customer Strategies Framework developed through validated research, allows organisations to measure and monitor the customer experience in a whole new way.

How it works

Customer Experience management requires an integrated view and understanding of the overall customer journey and its impact on business performance.

Simply focusing on the key drivers of customer loyalty is no longer enough. An all encompassing view that considers: the brand position, market behaviour, customer mindset (emotions and expectations) and delivery performance is required to successfully manage the customer experience and drive value.

The Customer Strategies Framework allows companies to measure, prioritise and monitor their performance against several strategic elements:

Customer Journey

• Influences –the traditional and modern marketing activities, third party opinions as well as customers’ personal and external circumstances that may influence your customers’ behaviour
• Selection – the triggers and prompts in the customer decision making process as well as preferred channels of interaction
• Post purchase experience comprised of:

1. Delivery- the quality of the service and products you provide as perceived by customers
2. Goodwill – customer’s affinity towards the brand which is earned over time and generates tolerance and forgiveness
3. Brand expectations -  the gap between your brand promise and customer’s experience
4. Engagement level – the extent to which you successfully build personal relationship with customers

Customer Loyalty- your customers attitudes and behaviour
Customer Equity -the degree to which your customer’s loyalty to and dependence on the brand drives your ROI

Vast potential for business performance improvement

The Customer Strategies Framework allows organisations to:

• Drill down into the finer details that impact the views, goodwill and behaviour of customers
• Clarify the influences on buying decisions that ultimately drive acquisition and expansion strategies
• Prioritise areas of focus in the customer experience to drive business performance

ORC Customer Strategy group on LinkedIn: http://www.linkedin.com/groupInvitation?groupID=7495705