SOURCE: VisionEdge Marketing

July 11, 2006 10:30 ET

Tektronix Engages VisionEdge Marketing to Expand Customer Metrics Insight

AUSTIN, TX -- (MARKET WIRE) -- July 11, 2006 -- VisionEdge Marketing, a leading marketing and metrics consulting firm, announced that it is providing marketing metrics services to Tektronix Inc, a leading test, measurement, and monitoring company providing measurement solutions to the communications, computer, and semiconductor industries worldwide. The Tektronix marketing team has focused on marketing metrics for several years and wanted to refine customer related metrics.

"Understanding and serving our customers has always been important to Tektronix. While we gather customer data around customer service and track a variety of marketing metrics, to take our customer focus to the next level we needed to expand our customer metrics beyond satisfaction," said Martyn Etherington, vice president world wide marketing, Tektronix. "We wanted to establish metrics that provide insight into our customers' loyalty and what we need to improve customer loyalty. We turned to VisionEdge Marketing because we had identified them as experts in outcome-based marketing metrics."

"It is very exciting to work with Tektronix who is both committed to its market and its customers," said Laura Patterson, president, VisionEdge Marketing. "We suggested Tektronix begin its customer metrics journey with share of wallet and a net advocacy score. These two metrics provide insight into current purchasing behavior as well as into customers' propensity to buy more and to serve as an advocate for Tektronix through referrals and recommendations."

Share of wallet helps a company understand the source of their market share in terms of breadth and depth of their customer franchise. It also helps identify which customers are heavy users versus light users in the category. A net advocacy score provides insight into customer loyalty in terms of how likely customers are to continue to purchase, to recommend, and to buy more from your company. VisionEdge Marketing deployed its MetricsFirst™ methodology combined with qualitative primary research to establish some initial data points for these two metrics.

"This project provided us with very valuable baseline data and a new view into some of our most important customers. It also has served as a catalyst for facilitating conversations across the organization. And the results are helping us drive our marketing and sales strategies and the allocation of our resources," added Martyn.

VisionEdge Marketing of Austin, Texas (www.visionedgemarketing.com) is a data-driven strategic and product marketing consulting firm recognized as a thought leader in the area of marketing performance management.

Contact Information

  • CONTACTS:
    Stacy Schultz
    VisionEdge Marketing
    512-681-8800 Extension 13