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4. We've been using customer satisfaction as a basis for measuring effectiveness. Is the Religence Framework compatible with that approach? Certainly. Looking at the most satisfied customers or those who advocate for your company are commonly used ways of segmenting for profitability. We have decades of experience in doing highly personal in-depth interviews for Voice of the Customer (VoC) insight paired with quantitative studies. With this experience, we know the challenges of really understanding what is going on with customers when attitudes and perceptions tracking research is used by itself without the benefit of accompanying one-on-one interviews to direct and calibrate it. What people SAY in quantitative studies isn't always what people DO. We believe in the VoC approach so much that we've built it into the Religence Framework to tap customer attitudes at critical events for better customer retention—with the person interacting with the customer collecting the data. So it's good that you have satisfaction research to draw upon. We build on attitudes and perceptions tracking research like this.
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