| The 2012 Customer Intimacy Barometer sheds light on the strategies for customer relationships that leading businesses are implementing against the background of a crisis that is not only enduring but is also increasingly unpredictable.
Approach and Methodology
The second edition of the Customer Intimacy Barometer was conducted in collaboration with the TNS Sofres independent research firm, based on a sampling of marketing, sales, distribution, and customer relations directors working for European companies that employ more than 1,000 staff members. These executives were interviewed regarding the role, concerns, performance, and perspectives of the marketing, sales, distribution, and customer relations functions within their company.
Interview Method
The questionnaire was administered by the TNS Sofres independent research firm, using the CATI method (Computer Assisted Telephone Interview), in November of 2011.
Target and Sample
Private and semi-public companies:
- With a minimum of 1.000 employees
- Located in Belgium, France, Germany, Italy, Portugal, Spain and United Kingdom.
80 managers were interviewed (with no specific criteria in terms of industry or company size). These managers represent the following target positions:
- Marketing, sales, distribution, or customer relations directors or managers
In the end, the sample was adjusted to ensure that it accurately
represented all European companies in the target sectors having
at least 1,000 employees.
In the end, the sample was adjusted to ensure that it accurately represented all European companies in the target sectors having at least 1,000 employees.
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