Cause Marketing

Using Customer Satisfaction to Find Donors I sat in on a very interesting presentation last week at the Wasatch Online Marketers Association (WOMA) by Ryan Davies of Progrexion , a multi-disciplinary marketing and marketing research firm with offices in San Francisco and Utah. One of Progrexion’s house specialties is customer satisfaction surveys, one of the more dreary (if necessary) parts of marketing research. You know what I mean if you’ve ever been subjected to a customer satisfaction survey that runs 4 pages single-spaced in about 9-point type. Completing those surveys can be like that scene in the Dustin Hoffman movie Marathon Man when Sir Lawrence Olivier plays the Mengele-like ex-Nazi dentist Dr. Christian Szell who extracts information along with teeth. But Progrexion draws from the work of author and Bain consultant Fred Reichheld to come up with a much more streamlined and painless approach. Reichheld wrote the 2006 book “The Ultimate Question: Driving Good Profits and Tru...