Customer Research
ORC 80/20: Key Account Research
How do you find out what’s really going on in the minds and hearts of your top customers?
Key accounts represent the lion's share of any organisation's revenue. As the 80/20 rule tells us, 80% of business typically comes from just 20% of customers. One of the best investments you can make is to retain and grow the value of business from your top customers.
Having an objective understanding of what your customers want and how well you are delivering against those needs is critical if you are to retain their business. It's likely that you already differentiate how you deal with your key accounts - and such valuable customers require a different approach when it comes to research.
Because they have such an impact on bottom line, it's important to get a really deep understanding of what you need to do to satisfy them and lock in key accounts.
Why use ORC 80/20?
At ORC International, we have experience of running highly successful key account interviewing programmes for a range of B2B clients. Our focus is on:
- Professionalism: our specialist team are highly experienced at interviewing CxO level managers, and will represent your company with professionalism and integrity.
- Skills: our team are all graduates with research or consulting backgrounds and are skilled at digging deep to uncover attitudes, feelings, expectations and unsatisfied needs in a sensitive manner.
- Reporting: we deliver detailed individual interview reports which you can use to prepare bespoke account development and retention plans based on the objective feedback.
To see how we conducted Fujitsu's Key Account Customer Satisfaction programme, please click here.
For further information, please contact Marketing on 020 7675 1151 or e-mail website@orc.co.uk
