Using VoC (voice of the customer) to drive business improvement

We work with a leading global specialist chemical company who realised they needed to improve their customer service proposition. They had run a customer satisfaction study for many years. While this survey was rich in data, they lacked it was lacking in diagnostics. The business needed much more actionable customer closeness insights, to retain its position as the brand of choice. 
Our B2B research team surveyed the client’s key accounts worldwide: from Brazil to China benchmarking the client’s customer service performance versus its competitors. We then used intermal sales and CRM data to understand the relationship between customer experience, satisfaction and buying behaviours. 
Our research programme delivered both the scores critical to the management process, and the in-depth diagnostics that would enable us to formulate a targeted action plan. We also achieved 90% response rates, far higher than industry norms. The higher level of engagement meant we could deliver a much more powerful understanding of the client’s customers than they had ever had before. 
The customer closeness research delivered a deep understanding of customer needs, looking at what they value, want and need at every stage in the customer relationship. We workshopped through the results with a global cross-functional team, highlighting key areas for improvement and working with the senior leadership team to develop a detailed action plan. Our client is now reviewing its product portfolio focus and key account management processes, to ensure that it’s better aligned to meet customer needs.