is an iterative learning process. On the Establish the Baseline
page, discovery research provides an initial understanding
of the drivers, or principal components, that drive
a given relationship and the degree to which a client
is succeeding or failing on those components. It establishes
Phase II research focuses on a
deeper and broader examination of each of the key
relationship drivers and their individual dimensions.
Both qualitative and quantitative research is utilized.
Qualitative research in the form
of in-depth interviews is conducted to explore and
further define the specific drivers and their key
dimensions. Phase II interviews and/or focus groups
provide a deeper and broader understanding of quality
of each of the key drivers affecting the relationship.
A Phase II tracking survey is
then conducted to compare Phase I survey results on
benchmark questions and to establish rating levels
on the new questions developed from the Phase II interviews.
Phase II research:
understanding of the relationship profiles
our definition of key drivers and dimensions
a solid knowledge base of findings on which to build
a comprehensive plan for strategic relationship improvement
After Phase II research, GuideStar
consultants analyze the data, establish goal ranges
and prepare key findings summary reports plus a Strategic
Relationship Improvement Plan for our client's consideration.
Based on Phase I and Phase II research, the comprehensive
plan identifies specific tactical and strategic initiatives
to improve ratings on all the key drivers and dimensions
in the relationship.
Phase II research results
may present significant challenges to client leadership.
Relationship improvement with a key group such as
customers may require making changes in the way the
company does business; organizational changes, process
changes, service and services changes, product changes
and operating style among others.
Move on to Phase
III & Beyond - Tracking Trends and Refinements.