Empirically measuring vital indicators of customer relations is an important basis for almost all divisions of a company. It renders support for product development and quality assurance, marketing and sales, but also for organisation and controlling. It is a means of assessing the current situation and early warning system at the same time. In brief, it is an indispensable element of business development.

More is at stake here than mere customer satisfaction. The entire customer relationship through various contacts is in the focus. Their interplay decides upon the quality of customer loyalty. Disclosing those mechanisms leads to profound knowledge of customers' demands.

Based on good product quality the other factors must add up as well. This is where infas KM comes into play providing a multistage measuring system. It is extensive and flexible at the same time. infas KM determines the dimensions of customer loyalty, quantifies individual aspects and correlates them. This approach does not only allow for identifying potential improvement, but also for assessing these improvements' effects.

The thus required modelling combines different individual results:

• How can I attract potential customers?
• How can we gain the right customers?
• What inspires my customers, and what makes them terminate business relations?
• Are my customers bound to my company by necessity or by choice?
• What is the leverage for more customer loyalty?
• Which customers actively recommend me and why?
• How can I regain customers?

infas KM's special features: methodologically profound, implementation-focused modular system, which allows for reliable analyses along the process chain.

The modular system of infas KM

A survey's extent, focus and complexity depend on the research goals. Therefore, infas KM consists of different modules. They are part of a joint tool box. These modules, according to contentual goal, can be used separately or based on each other:

• customer satisfaction and factor analyses
• measurement of brand loyalty and brand image
• analysis of complaint management
• competitive analyses
• identification of customer value
• customer segmentations
• price (acceptance) analyses

Where can infas KM be used?

infas KM has proven effective intersectorally. Uniform standards for implementation and analysis guarantee the comparability of the results. infas KM customers can thus fall back on external benchmarks for classifications. Moreover, differentiated results and internal benchmarks are possible for customer segments as well as for regional units or individual business divisions.

infas KM as tracking survey

A one-time measurement identifies the current state. For consequent quality assurance infas offers continuous surveys or regular follow ups. Thus a difference is made between main and part measurement with adapted fits as regards content. The intervals thus conform to the company's development. Measurements right after implemented measures for example are reasonable.