This no-nonsense questionnaire was supplied copyright free from Frederick E. Reichheld, author of two best-sellers: The Loyalty Rules! and The Loyalty Effect: The Hidden Force Behind Growth, Profits and Lasting Value. Reichheld, a Bain Company consultant, is a well-known (and often quoted) speaker.
This questionnaire shows how to measure both the satisfaction of and the importance to your customers of your value propositions. With this questionnaire you may find that customers are very satisfied with your brochures and documentation, but do not consider them important, a sign you may be spending too much money on them.
Do your customers really have an emotional tie with your company or brand? This questionnaire will give you the answer. This survey was developed and tested by Maarten Tolboom, a consultant with TNS NIPO in cooperation with the Foundation for Commercial Communications in Amsterdam. Maarten tested the emotional ties of customers with 10 national brands: Vodaphone, Albert Hein supermarkets, Heineken beer,, Grolsch beer, the Postbank, ING bank, Becel margarine, and two national newspapers.