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The knowledge of a visitor monitoring allows the secure development of supply and marketing based information

There are many reasons for implementing a customer monitoring. A constant rating of the customer satisfaction and loyality allows a continuous improvement of the offer according to the customers' expectations.

The collected key data serve, at the same time, as an early warning sytem for market changes. Checking the effectiveness of single marketing activities enables the optimisation of the marketing mix. The customer structure and the catchment area of a site can be exactly analysed.

Through a customer monitoring important strategic questions can be answered, that would have to remain unresponded through a mere orientation on sales figures:

• Which areas of performance does customer loyality depend on most?
• Which modifications of the product or service cause a higher sales volume?
• Which parts of the offer are dispensable for the customers?
• How does customer loyality develop at the single site over time?
• Which marketing activities are potent and cause new customers?
• Which trends are there in the preferences and expectations of the customers?

Example reports:

Methods of data acquisition

Not every method is suitable for every monitoring situation. Hopp & Partner advises its customers on the optimal sampling technique. Generally, personal and telephone interviews provide higher data quality than self-completion pen & paper surveys. Possible survey methods are:

• Personal CAPI
• Personal P&P
• Terminal (CASI)
• Telephonic (CATI)
• Written P&P (self-completion)
• Online (CAWI)

The surveys should be carried out regularly – for example quarterly or annually.

Monitoring at several locations

A visitor monitoring can be realized in one or more locations. When several locations are monitored, each one can be assessed in relation to others. The benchmarking reveals relative weaknesses and detects potential for optimization. The effects of advertising and marketing activities can thus be measured by location.

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