BC Bearing Engineers  
Broad-based “Voice of the Customer” initiative to support BCB’s overall Strategy Map, track “gaps” between performance/satisfaction vs. customer expectations across several business-critical variables, and compare external findings versus internal perceptions (“How are we really doing vs. how do we think we are doing”).

As well, customer satisfaction and loyalty, technical and customer service requirements and performance, competitive presence and communications preferences – traditional and online – were investigated.

Methods
Mail, Telephone, Incentives

Results and Key Findings
A very high response rate delivered a rich dataset for ongoing use by BC Bearing Management as well as actionable recommendations around improving overall performance and customer satisfaction and loyalty particularly in certain regions, methods of targeting the competition, complaint resolution, ways to better communicate with customers, sales force coverage and performance, technical sales force and customer service performance, and segments/customers “at risk”.

BC Bearing now possesses insight required to take proactive steps to improve in key areas, to develop a comprehensive Strategy Map including a more customer-driven marketing, communication and sales support strategy designed to support field efforts, and to “benchmark” and compare against future Voice of the Customer initiatives to track business performance over time.

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