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Marketing Mix

Monitoring Quality

“Quality means satisfying the customer’s needs and exceeding their expectations through continuous improvement” E. Deming

A culture of quality is an essential prerequisite for a company’s growth, and quality cannot exist without monitoring production and service delivery processes, customer satisfaction and the efficiency of the sales network.

Istituto Piepoli helps companies to constantly monitor all the elements that allow them to increase quality and come out on top in every market situation as well as with competitors.

Our services

The digital revolution has made a huge amount of data available to us. Now, the question is about how we use this data in an effective and productive wat. We can do that by applying the methods that market researchers have been applying for decades. By using appropriate samples and by asking the right questions. Big Data is a huge sea of information in which one can easily get lost. The most important thing is to remember to think like a good archer who never loses sight if the real target: the company’s growth.

Customer Satisfaction has been one of Istituto Piepoli’s main fields of activity since its foundation, both nationally and internationally.

Our philosophy is based on being in tune with the client’s needs, and it has, on multiple occasions, allowed us to provide Customer Satisfaction Surveys for major private and public enterprises by gradually applying our methodologies as required while maintaining perfect result comparability and continuity in company trends:

  • We design and carry out customer satisfaction monitoring processes with every interview technique
  • We analyse satisfaction by using different proprietary and non-proprietary models
  • We correlate perceived quality and delivered quality through sophisticated multivariate analysis models, in order to offer concrete tools that continuously add value for our clients.

The main goal for large companies is to expand into the areas of the world that are oriented to the future.

This also applies to areas of non-marginal expansion, such as the care of end clients (both companies and groups of consumers).

Customer Satisfaction measures the level of satisfaction in clients and uses this element as a measurement for the quality of the product or service offered.

In order to understand the profound motivations that drive clients, Istituto Piepoli has created



The current system used for the periodic monitoring of ‘Customer Satisfaction’, used by most industries across the globe, plots results on a bi-dimensional (Carthesian) plane. The first axis (the x-axis) of the graph shows the level of Customer Satisfaction for a product, brand or service; the second axis (the y-axis) defines the level of brand, product or service loyalty felt by the customer.

The two axes of the graph show the ‘health level’ of a brand, product or service as perceived by the customer, making the graph a tool that measures what is already in existence.

A question companies are often asking themselves is how Customer Satisfaction will evolve over the coming months and years. In order to make the future more ‘readable’, the Customer Satisfaction graph needs a third element that makes it three dimensional. We have, therefore, created a third axis, known as the ‘attraction axis’.

The role of Retail has been an integral component of a brand’s success since late 1980s and, with the momentous changes that have come about since 2008, retail has now become a fundamental element for the success of a brand and its products.

Measuring sell-out trends in quantitative terms has always been a key theme for any company commercialising its products through Mass Distribution.

At this moment in time, this quantitative measurement appears to be failing to satisfy the needs of many companies, who now need the results of their initiatives and retail presence in real time.

Istituto Piepoli has designed and perfected a tool that integrates the measurement and forecasting of sell-out trends.

In order to achieve the goal of creating a forecast indicator, StoreCast works on different levels of a product’s sales and purchase process by using three research paths that are parallel and synchronised:

QUANTITIATIVE STORE AUDIT = In-store interviews of sale outlet staff, who see the sales process with their own eyes.

QUALITATIVE SHOPPER STUDY = In-store shopper interviews (IDI) regarding the stimuli they receive in store as well as external stimuli (mainly communication)

U&A QUANTITATIVE STUDY = In-home interviews of consumers, carried out within their family context, who are subjected to various direct and indirect stimuli (word of mouth etc.)

An integrated analysis of these three research steps leads to the construction of a global index for brand health (StoreCast) through which the potential sell-out levels for the upcoming period can be defined.

Istituto Piepoli carries out mystery client evaluations through crowd-sourcing, using professional data collectors from its network for both mystery visits and mystery calls.

These types of assessments are centred around mystery clients, who are data collectors from Istituto Piepoli who pose as clients and are selected according to the what needs to be monitored. The simulation is actually very close to reality: mystery clients belong to a vast, nationwide network, allowing us to identify those who have the required characteristics and to match them to each assignment in line with what is being assessed.

Proprietary technology and software allow us to geolocate all visits and to follow the mystery clients closely in order to acquire photographic documentation of non-standard elements and to publish it in real time on the client’s personalised dashboard.

Internal IT staff designs personalised platforms and solutions tailored to the unique needs of Istituto Piepoli’s clients.

There are different options that allow us to measure citizen satisfaction with services offered and their trust in certain institutions and the individuals that make them up.

With this in mind, several different elements can be analysed:

  • Public service charters
  • Quality certifications
  • Benchmarking activities
  • Customer Satisfaction enquiries
  • Quality indicators
  • Citizen complaint and report management

These enquiries are formally identified as a tool for internal checks within the organisation. Among the most significant examples are:

Measuring the popularity of demographic services and local police. Available historical allows trends to be measured

  • Measuring the popularity of contact centres
  • Measuring the popularity of the services offered by the Municipality
  • Assessing school services for children aged 0-3 and 4-6.

Case study

Towards the Future: The Direction of a Company and its Brand


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