Benchmarking

Bancroft House
34 Bancroft
Hitchin
Hertfordshire
SG5 1LA

t: 01462 440345
f: 01462 420345

Is your company a STAR or a DINOSAUR when it comes to focusing on your customers?

You only get one chance to give a first impression! If you don’t give your customers what they want, then someone else will. By taking the trouble to understand your customers better than your competitors do, you can make them not just loyal, but ardent supporters. There is no-one so powerful as a customer who will tell others about how good you are. It’s so much better than if you tell them. But how focused is your company on the people who matter?

Answer the questions below to see how customer focused you really are. The links on the right show you haw we can help in the areas where you are struggling. For each statement put a mark in the column that best describes your company.

Tick the box that reflects your position against these statements	Strong S	Average A	Weak D	For some help on how to improve your score click on the links below
1. All our departments are working together for the same objectives.				Strategy & Marketing Workshops
2. We know exactly who our customers are.				Customer Focus
3. We know who all our competitors are.				Competitor Analysis
4. We constantly monitor what all our competitors are doing.				Competitor Analysis
5. We are always looking for new ideas on how to develop our products/services and make new ones.				Marketing Strategy & Marketing Planning
6. Our distribution channels are short enough to support good margins.				Distribution Channels, Marketing Strategy & Customer Targeting
7. We all feel enthusiastic about our company and where it is going.				Strategy & Marketing Workshops & Marketing Re-engineering
8. We keep the customers we really want.				Customer Focus
9. We take risks but have a contingency plan in case they go wrong.				Marketing Planning
10. Our targets for next year are based on up-to-date information on what is likely to happen to the market.				Market analysis & forecasting
11. All last years customers are still my customers.				Customer Focus & Marketing Re-engineering
12. All our deliveries arrive at the time we told our customers they would.				Customer Focus & Marketing Re-engineering
13. All our deliveries match the orders exactly.				Customer Focus & Marketing Re-engineering
14. We always tell our customers if their order is going to arrive late, and by how much.				Customer Focus & Marketing Re-engineering
15. Our customers buy from us because they like to deal with us, not because we give them the lowest prices.				Customer Focus
16. We always ask our customers how well we have performed.				Customer Focus
17. We always perform better than our competitors.				Benchmarking
18. We know what the market will be like next year for our product.				Market analysis & forecasting
19. We know exactly what our customers like about our service.				Customer Focus
20. We have classified our clients into differing segments according to their needs so that we can tailor our marketing and selling proposition to them.				Customer Targeting
21. Our internal sales department can easily meet our customer's needs.				Marketing Re-engineering
22. We understand the dynamics of how our product reaches our customers.				Distribution Channels
Add up your scores =
Take D away from S =	[S]		[D]