1. What type of ROI can we get from the Customer Relationship Auditing process?

This is always a difficult question to quantify. The Customer Relationship Auditing process focuses on our clients' most important customers - customers who theoretically should be receiving the best possible service. Yet, on average, we have found 46% of our clients' top customers are dissatisfied with our client (below the Zone of Tolerance). The indicator is that if a better supplier exists, it is easy to switch. By focusing on upset customers we reduce the probability of customer churn or defections to the competition. Measure the cost of one lost customer because you do not give them what they want and you will find the Customer Relationship Auditing process is a fraction of that cost.

2. How will the Customer Relationship Auditing process affect the bottom line?

There is a direct relationship between customer satisfaction, customer retention, and customer profitability. If a customer is happy with you, they will be more profitable than a customer that is not happy. The costs associated with managing an unhappy customer are generally much greater.

3. How would the Customer Relationship Auditing process help with our key accounts?

Typically, we interview all the decision makers and influencers in a company. Your account manager can then get a 360-degree view of the customer's needs and develop an appropriate tailor-made account strategy.

4. We have just bought another company, how will the Customer Relationship Auditing process benefit us?

Many companies buy other companies for one of their greatest assets - their customer base. This asset needs to be protected. By conducting a Customer Relationship Auditing survey you are sending a strong message that customers and their attitudes are very important.

5. How would a survey of this type affect the value of our company?

It will add value in two ways. First, the relationship between your account manager and your customers is documented and progress can be measured. Second, this vital information becomes your intellectual capital, that you retain regardless of personnel changes.

6. We are about to sell our company, why should we use the Customer Relationship Auditing process?

To show the value of one of your greatest assets - your customers. When selling your company, you justify your price by showing your tangible assets, etc. But what about your intangible assets like your customers and their goodwill? By doing an audit on their perceptions of your company you are showing which customers are most likely to continue doing business with you.