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A Success Story: Customer Satisfaction Research Helps Emerging Company Grow into a World-Class Organization In 1999, an emerging online software company recognized a critical need: understanding their customers better. Online customer satisfaction research developed by ISG helped the company effectively refine and refocus its’ product marketing and development strategy. Eight years later, this company leads its' vertical market segment and continues to rely on ISG's annual customer satisfaction survey to stay on top in a rapidly changing, highly competitive environment. Primary Objectives To develop an in-depth understanding of the company’s customers, ISG's initial research generate valuable data about customer satisfaction, product usage and interests, identification of key purchase drivers, online use, use of competitor's products and services and product evaluation information. Over the years, the scope of the research has expanded to include the evaluation of new product offerings, customer profile development and performance vs. expectation gap analysis. In addition, lost customer interviews and loyalty benchmark tracking became valuable tools to ensure churn minimization. The Result As a pioneer in the field of distributing online software and services to consumers, this company relies on ISG's research team to gather and deliver intelligence on the ever-changing requirements of its’ customers. Decisions supported by this ongoing research enable the company to maintain its’ world-class customer satisfaction scores, along with one of the lowest customer churn rates in the industry. |
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