[…] During my internship experience, I learned that the owner of the company “il Camelopardo” wanted to collect information about the customers’ satisfaction and, in particular, aimed to discover what consumers’ of the company expect from the relationship with a Web Agency. The owner and its staff had already made a research about the topic, by sending a questionnaire, created internally, to a limited number of clients/prospects of the company.
The idea of the owner was to send another questionnaire, to a wider sample of prospects, created on the basis of specific marketing knowledge and tools.
My mentor and I started the research by asking to the owner of “il Camelopardo” which were the themes considered interesting and important for the study of the drivers of the relationships between a Web Agency and its clients. According to the owner, the topics, identified as important to analyse, could be summarized as following:
- Excluding prices and commercial conditions, why a business customer decides to look for a Web Agency different from the one who already knows and with whom already collaborate? Which factors lead to the creation of a sentiment of
unsatisfaction and of the desire to change the supplier?
- Which one of the following competences is more appreciated by the business customer: focus on client needs and professionalism, aesthetic taste, marketing proactivity, technical competences, or quality/price relationships?
- Does a business customer prefer a Web Agency which carries out the orders or which proposes new ideas and creates different solutions? […]
[…] The owner of the Web Agency “il Camelopardo” decided to send the questionnaire to the entire amount of prospects included in the corporate CRM, around 43.000 contacts. Due to the worry of not receiving numerous answers, we decided to offer a reward for the participants of the research. This is why we created the “bill of rights” of web services, a useful vademecum, which includes the rights that a company should exercise on its own website, and precautions it has to consider at the time of conclusion of a contract with a Web Agency. The idea at the basis was the following: to exercise its own rights, a company, as well as a person, should know them. Due to technical complications and details concerning the web services and the general ‘ignorance’ about the relative legal aspects, the conclusion of a contract could be difficult for the business
partner. All the users, who completed the questionnaire, received the “bill of rights” of web services as reward.