Developing the Customer Experience Programme at UNITE: Working Towards the Integrated Approach
UNITE is the UK’s largest student hospitality company. They build, market and manage student accommodation across the UK. UNITE has invested £1.6 billion in student accommodation and now provides and manages 35,000 student rooms in 110 properties across 3
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Margit Huber · Susanne O’Gorman
From Customer Retention to a Holistic Stakeholder Management System Living a Vision
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Dr. Margit Huber Dr. Susanne O’Gorman TNS Infratest GmbH Landsberger Straße 338 80687 München Germany [email protected] [email protected]
ISBN 978-3-540-77429-7
e-ISBN 978-3-540-77430-3
DOI 10.1007/978-3-540-77430-3 Library of Congress Control Number: 2007943073 c 2008 Springer-Verlag Berlin Heidelberg This work is subject to copyright. All rights are reserved, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilm or in any other way, and storage in data banks. Duplication of this publication or parts thereof is permitted only under the provisions of the German Copyright Law of September 9, 1965, in its current version, and permission for use must always be obtained from Springer. Violations are liable to prosecution under the German Copyright Law. The use of general descriptive names, registered names, trademarks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. Production: LE-TEX Jelonek, Schmidt & Vöckler GbR, Leipzig Cover design: WMX Design GmbH, Heidelberg Printed on acid-free paper 987654321 springer.com
Dedicated to Jo Scharioth (the founder of TRI*M)
Introduction The Emerging Market of Stakeholder Management Margit Huber About 20 years ago the term Stakeholder Management was very rarely used by managers as their main focus at that time was either on product quality or at more mature companies business reengineering. When stakeholders were to be considered the first thing which came into mind at that time were customers. In the early 80s, leading players in the global market acknowledged the importance of their customers for the success of their business. As a consequence first companies – at that time mainly in the US – started to measure customer satisfaction. This idea of quality management was endeavoured by the Malcolm Baldrige National Quality Award in the US. This can be considered as the foundation of a new area within market research challenging the leading marketing information companies to come up with analytical instruments to measure customer satisfaction and provide business insights allowing managers to better understand the existing customer base. In Europe this American trend was observed carefully. The customer satisfaction business was considered to be the fastest growing sector within the market research industry globally. An innovative and midterm oriented market research company like Infratest identified customer satisfaction as a (future) competitive advantage for the market research industry. Therefore, the time was ripe to look for a research solution which could be applied across many geographies as well as industries. Infratest Management made th
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