Compumark Case Summary

Though the current clients of CompuMark are important, it is the customers they lost, that can be the most important. Understanding their lost customers, CompuMark can better understand where they went wrong in their expectations of customers. Being successful at what you are good at is one thing, but improve on your weaknesses and failures can double CompuMark’s success. A customer can have twenty great experiences, but when one thing bad happens, that customer can leave the company for good. Every company losses customers and CompuMark would be no different. It is then on CompuMark to reach out to these customers and talk with them to understand what went wrong. This could be the most important type of research to preform for CompuMark. The method of contacting former customers’ needs to be done delicately. Some of these customers could have had a traumatic experience resulting in their departure. Therefore, the right words, phrases, questions, and people should be assigned to interview CompuMark’s lost customers. If this is process is done in the correct manner, then CompuMark can learn an unprecedented level of knowledge from these lost customers, where their expectations were different. …show more content…
In my advertising class with Dr. Jobs we spent a class or two on how important it is to use a rating scale to understand the needs of consumers to better advertise. This class discussion we used laptops as an example. We looked at options people would be interested in when purchasing a laptop such as brand, price, speed, and size. From these aspects, we then looked at customers that had ranked them differently, ultimately understanding that each customer is different. CompuMark can take this same approach to understand client expectations and which of those are the most