IT suppliers need to adopt a customer focused strategy if they want to retain loyalty, according to the latest survey by customer research specialist, Tiger Lily Vanson Bourne.

A UK study amongst 250 IT and business decision makers by the research company in December 2008, suggests that IT suppliers need  to show more commitment to customer satisfaction, starting with a refocus on customer satisfaction research, how it is conducted and making productive use of the end results.

"Our findings suggest that IT decision makers receive little value from participating in customer satisfaction surveys, and, as a result customer loyalty is at risk.  IT suppliers simply need to show that they take their customers' issues seriously," stressed Graham Opie, director at Tiger Lily Vanson Bourne.

The survey found that IT suppliers failed to meet 40 per cent of IT decision makers' satisfaction levels whilst another 60 per cent commented that they had not been asked questions that mattered the most to them.

There also appears to be little awareness of customer satisfaction as a loyalty driver. Fifty per cent of those surveyed said that customer satisfaction programmes by suppliers was rated as most influential in their decision to stay with a supplier. Furthermore, more decision makers are influenced when the customer satisfaction measurement approach is formal and regular.

But the inadequate commitment to relationship improvement by IT suppliers is also reflected in their lack of response. Almost one third of IT heads receive no response or details of actions taken by IT suppliers. "It varies, sometimes it appears we're really being listened to, other times it's a company just going through the motions," said one IT supplier.

The respondents recommend that suppliers actively listen to their customers, act on feedback and respond appropriately. 

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