Expanding the customer base is a priority for most companies. In the case under study, the Andersen manager needs to find an answer to the question of what directions to move to increase the number of consumers of business services. The problem is that the formation of demand for services in general, and in particular for audit, is subject to many factors, each of which needs to be carefully considered. Such areas as the quality and cost of services, the company’s reputation, and proximity to the customers are the key variables allowing managers to work with the clients’ base. The conceptual model is the correlation of the company’s image, the quality of work and customer satisfaction.
While looking at these factors conceptually, their close interrelation becomes apparent. The hypothesis is based on the fact that the cost of services corresponding to the quality of work performed directly affects the reputation of the company. Customers who are satisfied with the received work leave positive feedback, forming a favorable image of the company. A good standing of a company implies a high level of consumer confidence in workers’ professionalism. Thus, people agree to close contact with specialists, ready to discuss complex problems, counting on a positive result. If the company has suffered reputational failures, communication with the consumers will help demonstrate the managers’ desire to correct their mistakes and improve the quality of services (Bougie & Sekaran, 2020). Well-established communication with clients affects the level of service quality. Thus, each of the components influencing each other provides an opportunity to expand the customer base and increase positive feedback.
In addition to the aspects of consumer satisfaction, there are several other essential factors which form further hypotheses. One is studying and segmenting the existing customer base into groups based on various characteristics, including gender, age, place of residence, and position. This approach will allow the manager to choose the most effective tactics for interaction with each type of customer. Proper marketing policy and loyalty programs are also essential tools (Bougie & Sekaran, 2019). Both are part of the company’s image improvement activities, as they allow to retain economically valuable clients and attract new ones.
Thus, a manager’s work aimed at expanding the client base relies on many interrelated factors. Such variables determine successful performance as quality and cost of services, reputation, and level of interaction with customers. This group also includes indicators of the effectiveness of marketing and loyalty programs which contribute to the development of companies’ attractiveness. Each of the described variables must be presented and considered in the work of the manager.
Reference
Bougie, R. & Sekaran, U. (2020). Research methods for business: A skill building approach (8th ed.). Wiley.