Strategic Intent:
Explore new customer acquisition targets and to improve their overall customer retention strategy using a Customer Satisfaction Index and Net Promoter Score.
Profile/Situation:
- A government agency comprised of separate business units exist under 22 functional areas including e-commerce, financial services, IT/network services, purchasing and transportation/travel
- Client required a fresh approach to concentrate on key drivers of customer loyalty
- Client required a comprehensive research program to provide a better understanding of their customers’ perception of business offerings
- Objectives of the study include: the development and refinement of corporate-level performance benchmarks across the business units, the full enterprise and competitive markets with a focus on customer needs by using standard questions to facilitate comparisons across groups and situations
- A modular survey design is employed to provide an overall measurement across the enterprise with a core group of questions and a separate key process indicators rating series for each business unit
Key Implementation Components:
- Web-based, Modular Survey
- Design/programming Sampling Strategy
- Email Invitation/Reminder – communication process
- Smooth/Engaging survey process
- Weighting Reporting at Combined Total and Business Unit levels
Primary Results:
- Customer satisfaction was stable for the client relative to competitive alternatives, although still indicating room for improvement within specific business units
- Client scored lower on certain key performance indicators where additional focus was needed
- There is significant room for improvement with respect to the amount of time required to obtain services
- Customer comments are reported to develop a better understanding of these expectations
Key strategic results:
- Multi-year trending analysis revealed insight into specific business unit’s competitive advantage, new customer acquisition improvements and opportunities to retain more customers
- Quality Improvement Teams were formed to implement more targeted communications and strategic improvements to the service components of certain functional groups
- Additional resources have been directed toward opportunities for enhanced communication by maintaining website information
Conclusion:
The client successfully implemented a change management practice across the enterprise
What the client said:
Feedback Systems performed at a high level and achieved the best cooperation/participation rate over other providers we have used.
– Top executive, client program management