'Real People' Rate Marketers On Customer Service
That last winner, the homely credit union, suggests that the amount of marketing dollars a company spends has no direct correlation to a consumer's relationship with the entity. (Many credit unions are employee-sponsored and make no specific marketing cash outlay.)
The year-end results are based on a nationwide online survey of 5,000 consumers conducted quarterly by Findlay, OH-based Corporate Research International, which specializes in mystery shopping and customer satisfaction. CRI saw little change in category positions for this year.
"The customers who use a company's services on a regular basis are the best sources for providing accurate feedback," said Mike Mallett, CEO of CRI, in a statement. "These results are a huge help for companies who want to know how they're being perceived by their customers, and who want to find better ways to serve their customers and stay ahead of their competition."
Fast Food Restaurants
Papa Murphy's Take 'n' Bake Pizza
Saks Fifth Avenue
Home Improvement Stores
Sporting Goods Stores
Dick's Sporting Goods