Synovate launches Symmetrics to bring clarity to the Middle East customer landscape

Symmetrics helps companies build profitable, long-lasting customer loyalty, one of any company's most important strategic assets, said Lawrence A. Crosby, CEO of the Symmetrics practice at Synovate, the first market research company to establish a presence in the Middle East.

"However, many companies are frustrated by years of investing in customer satisfaction and loyalty measurement without seeing organisational and business change," Crosby noted. "To realize financial results from a customer loyalty strategy, organizations must use the right measures, apply the best analytic and decision support techniques, and change their management processes."

Customer management solutions such as these are increasingly important for businesses in the Middle East, where markets are liberalizing and companies are preparing for the impact of WTO-fostered competition.

"Every company has to decide how to allocate their resources. Starting this process with the goal of building long-term unbreakable rational and emotional bonds with customers helps to assure total organizational alignment around a results-oriented business strategy," he said.

Crosby, a key player in evolving the measurement and management science of customer loyalty for the past 30 years, concluded, "By explaining customer behaviour toward client products, services, and brands, we provide our clients with the knowledge and technology necessary to create more effective customer relationship management strategies."

With a PhD in Business Administration from the University of Michigan and experience as a tenured professor of marketing at several universities, Crosby has worked with major global companies and authored dozens of academic papers as a thought leader in redefining and improving the use of customer research as a strategic and actionable management tool.

Through its 96 offices in 46 countries on six continents, Synovate puts its decades of experience pushing the boundaries of strategic market research, applied business management, and behavioural science to the service of its clients.

Corporate interest in customer satisfaction and loyalty measurement has grown rapidly in recent years and has now matured into a significant sector in market research, accounting for around 16 percent of global research spend. Synovate's customer loyalty solutions are acknowledged as leading edge, using advanced analytics and proven tools for managing customer loyalty as a strategic asset.