With its business in a strategic development phase, a manufacturer in the timber sector wanted to measure both the degree of satisfaction of its customers (builders' merchants and manufacturers) and the image that they had of the company.

An initial series of 25 basic interviews, conducted face to face, enabled the aspects to be revealed that the company was currently judged on and the fundamental points that typified its image, compared to those for its competitors.

About 350 semi-structured interviews were then conducted to assess with accuracy, on around a hundred items, image and customer satisfaction.

The results obtained

The results from the survey provided the manufacturer with a very accurate diagnosis of its image and, of course, measured the actual degree of satisfaction of its customers, as well as the nature of their requirements.

The weak points revealed and new requirements ascertained resulted in the company setting new priorities in its sales and advertising strategies.