Brand Equity / Image
Concept Testing / Design /
Awareness, Attitude and Usage
area of business activity can benefit from marketing research.
Rarely, if ever, does management have all the information it
desires to make clear business decisions.
To provide management support, Pioneer offers research studies in
the following areas:
Satisfaction Measurement (CSM)
time your company provides a service to a customer, the customer’s
satisfaction level with his/her experience becomes the basis for all
future buying decisions. That
customer’s satisfaction level will directly impact future revenue from
that person, and often his/her family and friends as well.
Through Pioneer’s Customer Satisfaction Measurement program,
you will be able to quantitatively measure satisfaction with such areas
as the quality of work, the effectiveness of your staff, the quickness
of the service, and the pleasantness of the purchase, giving you the raw
data that measures the life blood of your company.
By adding customized reporting, you can compare your different
locations, reward your employees, and measure the impact of your
training programs. Most
importantly, if you desire, you can be contacted immediately with
“Red-Flag” responses that need immediate follow-up.
experts agree that it is preferable to use an independent organization
to accurately and objectively monitor customer satisfaction.
Our staff of professional interviewers has been specially
selected, trained, and evaluated for excellence in communicating with
your customers, maintaining the highest levels of courtesy and accuracy,
and their experience shows in the numbers.
We maintain cooperation rates of 85% or more on most of our
customer satisfaction programs.
of the benefits of implementing our customer satisfaction programs are:
customer loyalty and good will
and remedying problems
the quality of your deliverables
Service Measurement (CSM2)
customer service inbound call center has increasingly become the main
interaction point between customers and business.
It is very important that the customer has a satisfactory
experience with the customer service department.
Using an outside company for measuring the satisfaction of
customers using your customer service department can be most beneficial
in making sure customers are handled properly. Many
people will simply not reveal to your employees what they will reveal to
an independent third party.
Pioneer’s Customer Service Measurement Program, our interviewers will
contact the customer for a short customer service evaluation several
days after the call was made.
Targeted questions will identify the nature of the original call,
satisfaction with the customer service representative, and whether all
issues were resolved properly.
this information, you can evaluate your representatives and modify their
training. Results can be generated by location, department, and even
individual representatives. And
in the event of an angry customer or unresolved issue, you can receive a
“Red Flag” report so you can make a quick response to the customer.
have tremendous flexibility in the way they receive study results.
We can provide the raw data for in house analysis, or we can
provide you with various reporting options.
You may receive cumulative results on a regular basis, or segment
the results by location or department.
We can also post the results online.
Most importantly, in the event of a “Red Flag” issue, such as
a very low rating or serious complaint, we can forward a special
snapshot report to all concerned parties, allowing for quick follow-up.
offers a series of reports with differing levels of detail and analysis.
These reports include top-line progress reports at key stages of the
project, First-Look Analysis®, and a final report.
Our final report will include an abstract of study highlights,
executive summary, key findings, computer printouts (cross tabulations),
statistical analysis, appropriate graphs and tables, and a marketing
As an adjunct to the typical Word and PowerPoint
reports, Pioneer often presents data to clients in a “dashboard”
format. A dashboard is an interactive
reporting instrument in which layers of information are organized into
dynamic visual displays (or dashboards) that can inspire more intuitive
leaps of understanding than static graphics. Pioneer builds and
maintains custom interactive dashboards for our clients. We typically
use current survey data and incorporate legacy data from earlier waves
of tracking studies to provide continuity of perspective. Every
dashboard is custom designed to incorporate the optimal mix of
information elements and/or trends to meet client needs.
Dashboards can offer: 1)
drill-down capabilities (e.g., clients’ opinions by gender, age,
ethnicity, service type); 2) linking more global measures of
satisfaction to more tactical measures; 3) stacked/filtered analysis
(e.g., attitudes by service, services desired/needed); 4)
what-if/scenario analysis (change inputs to explore effects on
outputs); 5) linking indexed competitive tracking measures to actual
measured scale changes; and 6) comparison with the results of research
conducted in previous years.