The “3 fer” Is Not Consumer Research or Surveying
The 3-fer is a customer satisfaction survey specifically intended for B2B companies that combines:
1. Identification of the customer’s buying decision criteria
2. A rating of the company’s ability to satisfy the customer on those criteria, and
3. Identification of competitors and their performance on satisfying the customer on the criteria.
It incorporates the MVC, A, B, and C customer classifications introduced in Chapter 3, is designed to solicit feedback only from customers that matter, and provides a scaled-down, practicable, “back-of-the-envelop” approach tailored to the company’s customer base, products and services, and budget that provides insightful and useful information. It can be ...
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