Competing
for Choice
An approach lauded
as one of the top 10
marketing theories
Esomar
2005
Vanguard presents at
ESOMAR 2005 Global
Market Research
Conference in Cannes
How
important are 'soft factors' to my brand? It is definitely worth
understanding the impact of staff
morale on business. Softer factors may not initially seem
important but they have a domino effect. Hence, staff morale
will impact levels of service, which in turn impacts
customer satisfaction, which in turn impacts business performance.
While softer factors may seem removed from the actual
customer, the impact will shed light on the underlying
dynamics of your business. They are more important
than most of us realize.
