1. Would we use the Customer Relationship Auditing process on all our customers?

No, only the most important ones. All the decision makers or deal influencers in those companies must be interviewed to ensure that you understand exactly what it is about your company that excites or disappoints them. These facts enable you to act immediately to enhance the relationship.

2. Other than our most important customers, which other customers should we survey?

Those that are the most dissatisfied with you and you don't know why; companies whose revenue is declining (they most likely have alternate suppliers); or companies where you don't have majority market share and you want to increase it at the expense of a competitor.

3. Can we conduct a survey on only one customer?

Most certainly, depending on the size of that customer. We have conducted a few surveys in which we have interviewed everyone within only one company. Your key account manager is then able to orchestrate a solution that satisfies the individuals and management levels within that account. This is extremely powerful at another level because that customer understands you are serious about the relationship and are more open to you than they were before.

4. What if we have just lost a customer?

Those must be immediately interviewed for two reasons. First, to discover the reason they left. Second, to determine if there is a possibility of getting them back. A saved customer becomes your most loyal customer as they know you are willing to go to extreme limits for them.

5. We sell consumer goods - would we need the Customer Relationship Auditing process?

Even if your market is a mass audience, chances are you have a channel strategy - different vendors that distribute your products to the public. These channel partners are sought out by your competition as well. You need to ensure you understand them and their exact needs so they sell your product, not the competitor's.

6. We only deal with end consumers - would the Customer Relationship Auditing process be worthwhile?

If you have many consumers and they don't have specific accounts with you, then Customer Relationship Auditing would not be the ideal client intelligence service.

7. We are distributors for a lot of different companies. How could we benefit?

The Customer Relationship Auditing process works both ways in the value chain. You can interview your suppliers to find out how you could be a better customer to them. By understanding what they are looking for, you can choose to change the relationship.

8. Can we use the Customer Relationship Auditing process internally within our company?

Customer Relationship Auditing is not a staff attitude survey. However, it is helpful when used between units that want to improve interdepartmental dialogue.