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Customer Satisfaction Research Case Study
Challenge
Our client was experiencing strong and fast-paced growth. Senior management was concerned
about ensuring customer satisfaction excellence during this tremendous growth period.
Objective
Understand the level of customer satisfaction with the company and learn areas for
improvement during this growth period.
Solution
Kennedy crafted and implemented a comprehensive telephone customer satisfaction study,
interviewing 250 customers within 45 days. Respondents were asked a series of questions
including “would they recommend this company to an acquaintance or associate”. Interviewers
encouraged respondents to be candid and drilled down among those not satisfied with the
company’s performance to understand specific weaknesses.
Results
- The study was the first empirical evidence of the company’s performance versus the
typical emotional or anecdotal perceptions
- The study provided the information and data for the company to drill down into specific
issues and develop a separate improvement plan for each. Examples of learning included:
- The loss control department, a critical component of this industry, was considered unresponsive
- Customers were unaware of nearly 35% of the company’s other services
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