Benchmarking

Benchmarking your construction product

Competitive Advantage has developed a Perception Benchmarking process for construction markets. This process uses the Net Promoter Score (NPS) concept to measure construction specifiers’ perceptions of important attributes of your construction product. These might be key performance criteria of your product, technical support available from your organisation, or criteria representing value for money.

By repeating regular perception analysis you can evaluate the return on investment from your marketing activity and track this against your competitors.

What is the Net Promoter Score?

The Net Promoter Score (NPS) is a loyalty metric developed by Fred Reichheld. In his book ‘The Ultimate Question’, NPS is presented as the most important metric for business. Developed for consumer marketing, the Net Promoter Score tracks how customers represent a company to their friends and associates. It is now widely used in customer satisfaction and perception studies.

Benefits of using construction market research to analyse your construction product’s credentials:

  • Perception is reality and by understanding construction specifiers’ perceptions of your brand’s credentials across key construction sectors, you can ensure they receive sufficient information to build a positive perception putting you ahead of your competitors.
  • Analysis of the individual elements helps to pinpoint your strengths and weaknesses, allowing you to build on strengths and address weaknesses.
  • The report allows informed decision making when it comes to developing your marketing and communications messaging.
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