Image perception & performance benchmarking
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Many projects involve both image perception and performance benchmarking.
Image studies reveal what customers really expect of you as a supplier and their honest views of you and your competitors. Opinions of strengths and weaknesses, either perceived or real, are incredibly revealing.
Genuine weaknesses need to be corrected by decisive management actions. However, false misperceptions can also be extremely damaging and need to be corrected by focused marketing campaigns.
Image studies include
- assessment of customers' needs and expectations of their suppliers
- end-users' awareness of suppliers
- customers brand image of you and your competitors
- analysis of your perceived strengths and weaknesses
- recommendations how to improve your brand image as well as how to exploit your main competitors' weaknesses
Performance benchmarking will clearly illustrate where you stand in comparison to your competitors (as well as leading suppliers in other industries)
It will identify the key areas where dissatisfaction is greatest, clear identification of the actions that are required to bring performance levels up to expectations and the priority of these actions to achieve maximum impact.
Performance benchmarking studies include
- the buying process, who makes the final decision and who influences them
- assessment of customers' needs and expectations of their suppliers and which aspects of performance are of greatest importance to customers
- client performance measured against key competitors
- Analysis of areas of performance where dissatisfaction is greatest and the key reasons why / how your company needs to improve to meet customers' expectations
- recommendations (prioritised in order of urgency) highlight where future actions need to be focused to improve chances of winning work in a competitive environment.