General Biz News

Anderson Research Puerto Rico launches new index

From left: René Acosta, director of Anderson Research International’s strategy division and Forrest Morgeson, director of research at ACSI, who was on the island as part of the launch. From left: René Acosta, director of Anderson Research International’s strategy division and Forrest Morgeson, director of research at ACSI, who was on the island as part of the launch.

Public and private companies doing business in Puerto Rico will begin benefiting from the tools offered through the Customer Satisfaction Index, a scientifically proven and patented methodology by The American Customer Satisfaction Index to be introduced to the local market next month by Anderson Research International LLC.

The CSIPR is a cause and effect model that measures customer satisfaction as well as the items that influence and are influenced by satisfaction.

Drivers such as customer expectation, perceived quality, and perceived value and its outcomes — customer complaints and customer loyalty — as part of a structural equation model that uses customer interviews as the input that together produces a uniform set of measures capturing customer satisfaction in the most precise methodical system.

In the United States, ASCI covers more than 230 companies representing about 2,000 trademarks in 45 industries in 10 different sectors.

Edwin Aquino, president of Anderson Research International LLC, headed a multidisciplinary group to create a version that is calibrated for the local market.

“At this historic moment that the Puerto Rican economy is experiencing, we have designed a work tool that, for more than 18 years, has provided relevant, accurate and predictive results to all businesses comprising the public and private sector,” he said.

“Enrolled companies will be able to identify the most important variables that will result in greater benefit to increase consumer satisfaction, maximizing profitability by achieving greater customer retention,” said Aquino, who for the past 14 years has been known as one of Puerto Rico’s leading market researchers and analysts.

This model has been designed for businesses in manufacturing, consumer product, banking, insurance, automobiles, airlines, hotels, restaurants, and other sectors of private enterprise.

“This model has been recognized as the benchmark for vital performance and customer service, and currently there is no model of satisfaction in Puerto Rico to be certified globally and that measure customer satisfaction with an econometric system,” said René Acosta, director of Anderson Research International’s strategy division.

“Measuring customer satisfaction is not about having a customer service department. It is much more comprehensive. Measurement integrates all the essential elements that a company uses when offering its product and service on the market,” said Acosta.

On the public sector’s side, the application has been used by more than 100 U.S. government umbrella agencies, on the mainland and internationally, where the system has been applied to increase operational efficiency.

Author Details
Business reporter with 25 years of experience writing for weekly and daily newspapers, as well as trade publications in Puerto Rico. My list of former employers includes Caribbean Business, The San Juan Star, and the Puerto Rico Daily Sun, among others. My areas of expertise include telecommunications, technology, retail, agriculture, tourism, banking and most other areas of the economy.

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