The next part of the interview is to quantify measurable target standards. These types of standards include such attributes as length of time from order to delivery, the number of product shortages or damaged goods in a given delivery, or the number of sales calls per year, etc. The data gathered from this section is extremely valuable, because it can be compared with internal tracking measures, as well as provide a target value or goal which has been established by the customer. An index is then developed, based on the results, and serves to categorize the problems. These types of analyses are extremely important pieces of information, because they reflect reasons for customer dissatisfaction.
Loyalty is defined in an aggregate measure of both behavior and attitudes.
The final aspect of the CRS approach is to include an open-ended question soliciting customer ideas, problems or concerns. If a comment is mentioned which appears to require immediate action, a copy of the verbatim is e-mailed to the appropriate client contact. The brand ratings are compared against the average and the results are presented using colors. A green box shows any significant advantage, a red box notes a significant disadvantage and a yellow box indicates being equal to the average. This analytical technique is used to represent the perceptual positions of the competitors, based on the performance attributes.