Customer Satisfaction & Loyalty

Customer loyalty research has shown that most companies lose 45% to 50% of their customers every five years, and winning new customers can be up to 20 times more expensive than retaining existing customers. Moreover, just a 5% reduction in the customer defection rate can increase profits by 25%.

Addison Research delivers insight into the customer experience from the beginning to the end of the customer journey. We identify the pain points, as well as the opportunities, to help our clients create a better overall customer experience.

Client Questions

  • What is the level of satisfaction of my customers?
  • What causes lower customer satisfaction?
  • What areas of my company’s operations require improvement?
  • What are the sources and limits of customer loyalty?
  • How do I retain customers?
  • What customer groups are at the risk of migration?

Our Solutions

Why is customer satisfaction research important?

Customer satisfaction surveys help you confirm what your customers like, dislike or what they would like to see improved. The fastest way to improve is by listening and then acting on what your customers really want.

High levels of customer satisfaction are strong predictors of customer retention, customer loyalty, and product repurchase. Effective businesses focus on creating and reinforcing positive experiences in order to retain existing customers and add new customers.

We focus on:

We measure customer satisfaction through:

  • Post-purchase evaluations
  • Periodic satisfaction surveys
  • Continuous satisfaction tracking

These surveys can be conducted online, telephone (CATI), or Face-to-Face (F2F).

Some of the most commonly used satisfaction measurement techniques at Addison Research include:


The Net Promoter Score system measures customer loyalty by asking how likely your customers are to recommend your company to someone else.


Customer satisfaction survey questions, sometimes referred to as CSAT questions, measure how satisfied your customers are with a particular product, service, or the overall customer experience.

Unlike NPS questions or Customer Effort Scoring, CSAT questions can take various formats and phrasings.


CES measures how much effort it takes for a customer to have a request filled or a complaint resolved.

Case Studies

Case study: Increasing Customer Satisfaction and Loyalty

Business Challenge

Our client, a telecommunications company, was the lowest-ranked telecommunications company on the yearly Customer Satisfaction Index for their region. The low customer satisfaction ratings were fueled primarily by poor communication and misunderstanding over pricing. Confusing billing statements played a large part: Customers didn’t understand the charges on their bill. As a result, many customers developed strong negative perceptions about our client and believed their prices were unfairly high. Our client wanted to increase customer satisfaction and better understand their low ratings.

What we did

A driver analysis revealed that the billing statement was the most influential touchpoint, so we suggested our client to do a complete redesign in order to correct the misunderstanding and deliver a better experience. We used heat map question type to highlight key areas on alternative designs, which revealed how customers were interacting with existing and proposed designs.

The winning design was far easier for customers to understand and navigate. They could quickly find the amount they owed and easily see who was responsible for the charges on their bill.

In less than a year, our client circulated a new billing statement to nearly 4 million customers with confidence, knowing that it would be well-received and would have a positive impact on customer satisfaction.

Addison Research conducted on-going monthly tracking study to measure customer satisfaction levels.

Case study – Government: Measuring Customer Satisfaction and Loyalty

Addison Research developed a multi-year study for one government agency to conduct 10 concurrent e-mail-to-web surveys for a sample of 70,000 customers annually to measure customer satisfaction and loyalty. Through this ongoing study, Addison Research provides analysis on customer loyalty factors, recommendations for performance improvements, and identifies trends to inform strategic planning.

Case study – Banking: Measuring Customer Satisfaction

Real time evaluation of customer experience shortly after interacting with a customer service agent. 120,000 interviews per year allowing for immediate problem resolution and monitoring through closed loop feedback.

 If you would like to talk to us about your next research study

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