A member of our management team is giving a presentation and would like to support his theory that companies are paying increased attention to customer wants and needs. He has asked me for a metric to illustrate this. I can provide him some internal metrics (# of surveys, research dollars, decisions based on customer input, support of our Customer Value Analysis research, etc.), but was looking for some external support/metric. Any ideas out there?

Thanks for any insight you may be able to provide.

-- Anonymous, February 07, 2000

Answers

Lisa,

"Marketing Metrics and Performance Metrics" and "Understanding the Customer Experience" are the two major research priorities for companies interested in marketing science at the turn of the millennium.

Bradley

-- Anonymous, February 25, 2001