New customer marketing
1. Formal strategies are in place in this company to attract new clients.
2. We devote sufficient resources to attracting new clients.
3. In this company we market our services to specific market segments rather to one
overall market.
4. The market segmentation strategy we use in this company seems appropriate to me.
5. Our employees are well prepared to sell our services to prospective clients.
6. Our employees are strongly motivated to sell our services to prospective clients.
7. We do a good enough job differentiating our company from the competition in the eyes
of clients.
8. We have a solid understanding of our competitor’s strengths and weaknesses.
9. I am normally confident about our capability in fulfilling promises made to clients.
10. We regularly do formal marketing research in order to identify client’s needs.
11. We seek to understand client’s choice provider criteria.
12. In this company we pay attention in providing value to prospective customers.
Existing customer marketing
1. We have formal strategies for marketing to existing clients.
2. We devote sufficient resources to marketing to existing clients.
3. We give existing clients specific reasons to do additional business with us.
4. We demonstrate our clients how much we value their patronage.
5. When a client has a problem with our services, we will do whatever it takes to rectify the
situation.
6. The way we respond to client complaints and problems is a strength of this company.
7. We communicate with existing clients for the express purpose of reminding them of the
benefits they receive from us.
8. Our company stands behind what it sells.
9. Our employees are well prepared to sell our services to existing clients.
10. Our employees are strongly motivated to sell our services to existing clients.
11. When clients have problems or special needs, they do not experience difficulty in
reaching appropriate company personnel quickly.
12. We internally classify our clients, according their profitability and loyalty profiles.
13. We regularly monitor our client’s loyalty, through appropriate measures.
14. In this company we pay attention in providing value to existing customers.
15. If a client abandons this company, we try to know the causes and we utilise the obtained
information to improve our future action.