The 2007 Jack Felton Golden Ruler Award winner is now available as a research case study on the Institute website. “Research Based Business Transformation: Benchmarking and Tracking the Customer Experience,” was submitted by Padilla Speer Beardsley and GfK for Rockwell Automation.
The case is a great example of research, measurement and evaluation integrated not only into PR practice, but also business strategy. What began as a brand differentiation study ultimately resulted in a new focus on drivers of customer loyalty and advocacy.
Padilla and GfK conducted quantitative research to establish benchmark measures for satisfaction, loyalty and advocacy. These results were embedded into goals and targets set for the company, business units and individual managers. The data has become the principal driver of Rockwell Automation’s overall business and communication strategy, and the cornerstone of delivering on its brand promise: “Listen. Think. Solve.”
