This selection was made in order to enhance the objectivity and reliability of the employee feedback.
For purposes of clarity and analysis, the very information retrieved from the questionnaires and the direct communications would be divided into three distinct categories, based on their individual relevance for one of the specific hypotheses initially issued. In this order of ideas, the analysis of the three hypotheses would be constructed on the following input:
Hypothesis 1: Customer data improves customer strategies — assessed based on the answers to the following questions:
1. And in the cases when you were dissatisfied, what generated this sentiment?
2. What were the elements that mostly satisfied you?
3. What about in the direct relationship with the firm. What gave you most satisfaction in this respect?
4. Is there anything else you would like to add?
5. Do you feel more comfortable negotiating your contracts with GIBCA employees with whom you are more familiar?
6. Do you feel that when you interact with a GIBCA employee who is more familiarized with your particular demands, your levels of satisfaction are higher?
7. Which of the following elements have generated the highest levels of satisfaction?
8. Which of the following elements generated the highest levels of dissatisfaction in your relationship with the GIBCA Group companies?
9. Do you feel more comfortable negotiating your contracts with GIBCA employees with whom you are more familiar?
10. Do you feel that a GIBCA employee who is more familiar with your customer information is better able to serve your needs?
11. What kind of information do you feel should be known by the company so that we are better able to serve your needs?
12. How would you define the relationship of the company with its customers?
13. How would you describe your relationship with the customers you serve?
14. Does GIBCA implement an organizational culture focused on customer satisfaction?
15. Do you, currently collect any customer information?
16. Did you ever notice that a customer on whom you possess and use data is better satisfied?
Hypothesis 2: An increase in the amount of customer data collected leads to a subsequent increase in customer loyalty
1. Has a situation occurred in which, in the aftermath of customer data collection, you felt more inclined to make more purchases from GIBCA?
2. After experiencing better customer strategies based on customer data collection and integration did you increase your loyalty to the firm?
3. Do you feel that in the future, if the company were to invest more in its relationship with you, you would increase your loyalty to the organization?
4. How many purchases would you say have been influenced by customer data integration?
5. Did you notice a purchasing recurrence in the customers for which you collected information?
6. In the cases when you observed a purchasing recurrence, what was the number of these additional purchases followed by usage of customer data?
7. Have the customers signaled that a continuous attention to customer data would increase their future loyalty?
Hypothesis 3: The GIBCA Group Companies will emphasize more on customer relationship management — assessed based on the answers to the following questions:
1. Do you believe that a customer — organization relationship in which the parties are more familiar with each other is more fruitful?
2. If GIBCA was to enhance its desire to get to know you a deeper level and to better satisfy your professional needs, do you feel you would be able to attain your goals at superior levels?
3. Would you be willing to trust us and invest in a relationship with us in order to achieve long-term successful outcomes?
4. Would you be willing to share this type of information with us so that we can further invest in the development of our relationship?
5. Do you feel that the satisfaction of the customer could be enhanced through a better usage of customer data?
6. Would you agree that the company needs to implement more customer data and CRM in order to better satisfy the customer?
7. Do you recognize that customer satisfaction is you own goal, as it ensures your own professional growth and your own revenues stability?
Having established the data analysis methods, it is now important to reassess the initially established hypotheses in light of the data collected. Yet, before commencing this endeavor, it is necessary to review the reliability and validity of the data collected. The data collected are extremely reliable for once as they are generated from reliable sources. Secondly, the results are reliable as they are retrieved through the consistent usage of the same analysis tools throughout the entire process. In terms of validity, this is limited as the analysis was conducted on the GIBCA Group Companies, their employees and their customers.
Hypothesis 1: Customer data improves customer strategies
When the company becomes better able to collect and use customer information, it will be better able to implement customer relationship management strategies. In other words, as the marketing team at the GIBCA Group interacts with the customer at the superior level, it will become better able to understand his desires and to develop the adjacent strategies.
In order to test the validity of this hypothesis, it is crucial to assess the answers offered to the relevant questions in the open interview and in the questionnaire. This analysis would be constructed on qualitative tools of observation, adapted specifically to the operational environment of the GIBCA Group Companies.
In order to increase the clarity of the analysis, it is useful to introduce a notation system as follows:
IC — interview question to customer
QC — questionnaire question to customer
QE — questionnaire question to employee
The questions relevant at this stage of the analysis are as follows:
From the open interviews with the customers:
IC1. And in the cases when you were dissatisfied, what generated this sentiment? — This question allows the customers to reveal if there were any situations in which their dissatisfaction was pegged to an inadequate use of customer data.
IC2. What were the elements that mostly satisfied you? — Similar to the previous question, this one allows the customer to pin point any specific situations in which the proper use of customer data might have generated better customer strategies.
IC3. What about in the direct relationship with the firm. What gave you most satisfaction in this respect? — Offers a new opportunity for the respondent to identify potential customer data usages which generated high quality customer strategies.
IC4. Is there anything else you would like to add? — This fourth question creates the last opportunity for the respondent to freely state any other elements which might have characterized the relationship with the firm — in an either positive or negative manner — or to re-answer a previously posed question based on elements he had remembered since the question was first posed.
IC5. Do you feel more comfortable negotiating your contracts with GIBCA employees with whom you are more familiar? — This question reveals the perceived importance of customer data to the customers.
IC6. Do you feel that when you interact with a GIBCA employee who is more familiarized with your particular demands, your levels of satisfaction are higher? — This question strives to once again — but at a deeper level — identify the means in which the clients perceive that properly used customer data leads to better customer strategies.
Answers and analysis
IC1. 50 of the 100 respondents stated that the element which generated the most dissatisfaction was the inability to get through to the company operators in time. 30 of the respondents stated that their highest levels of dissatisfaction were generated by fact that GIBCA employees sometimes mix up the orders. The remaining 20 offered other answers.
IC2. 50 of the respondents stated that it was the high quality of the products; 40 respondents mentioned the politeness of the staff members and the remaining ten offered other reasons.
IC3. Most of the respondents forwarded their ability to rely on the partnership.
IC4. The fourth question loses relevance as the responses cannot be integrated in a unified, conclusion driven, set of responses.
IC5 and 6 — most of the answers were definite YES, meaning as such that customers felt safer with an employee who possessed customer data on them and that in such cases, their levels of satisfaction were increased.
All these findings point to the pivotal conclusion that when customer data is improperly used, customers are dissatisfied. In other words, when customer data is adequately used, it can create better customer strategies.
From the customer questionnaires:
QC1. Which of the following elements have generated the highest levels of satisfaction? Please assign a number from 1 to 5 to the following elements, 1 being the most important and five being the least important.
(a) the reliability of the company
(b) the high quality of the products and services
(c) the quick delivery