7.2a(2) To assess its success in building relationships with its
customers, as well as increasing their engagement, NuGrain
uses the E-10 quarterly customer survey. All survey results report the percentage of “good” or “very good” responses,
which is a high predictor of future customer use and referral.
Full segmented survey results are available on-site. A key
measure of customer engagement is customer loyalty. Figure
7.2-11 shows continuous improvement on two key components
of customer loyalty: the USDA’s likelihood to renew its
current contract (which is renewed annually) and its likelihood
to contract for additional research. In 2009, NuGrain outperformed its two top competitors, achieved the best score on the
first measure, and was only one point below the best score on