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Posted by Greg Rennier on January 26, 2000 at 23:21:29:
In Reply to: Competitive Intelligence/Customer Satisfaction posted by Trena on January 26, 2000 at 14:00:08:
Definitely! You should always assess satisfaction toward all competitors, otherwise, you lack a reference point to judge your own performance. For instance, if you conduct a service and find you had an average score of 8 out of 10, you might think this was good. Until you discovered that your competitor had a score of 9.5/10 (19% better).
Although he wasn't the first to address this issue, Bradley Gale provides an information discussion of this topic in his book "Managing Customer Value." I highly recommend it.
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