CVA is a market research-driven process that systematically links marketplace perceptions of your business, directly from your customers and competitors’ customers, to your internal metrics and processes to identify areas of strength and vulnerability. With the linkage between your internal metrics and the marketplace, clearly defined, you can make smart decisions regarding where to invest valuable resources and know in advance what the expected return on investment will be.

CVA is not merely a customer satisfaction measurement system. Although it incorporates elements of customer satisfaction, CVA provides an answer to the frustration of measuring customer satisfaction and having no viable means of understanding how customer satisfaction translates into dollars either through increased revenue or through knowing how to invest to increase satisfaction.

Customer Insights Research, Inc. (CIR) is a market research industry leader in helping businesses implement CVA. And we have the Baldrige Award-winning experience to prove it. The principals of CIR have more than 75 combined years of experience of practical, actionable application of CVA in the business world.
We invite you to peruse this website to discover more about the process and how we can help you.

We would be glad to talk with you about your specific needs. Please get in touch with us via the Contacts Page on this site.

Sincerely,
Dr. Robert S. Rutter, President
Customer Insights Research, Inc.