Client background:
Our client is a leading security and automation business serving residential and commercial customers across Greater Vancouver region (GVRD)
Key driver for the client:
The client operates in a very competitive landscape and wanted to understand the levers to gain competitive advantage in order to grow the business. In addition, a major national competitor acquired another large competitor and started providing better packages at huge discounts, to garner market share.
Impact of the problem:
Our client’s customer base and business volume had been flat for a while, which didn’t allow them to invest in growing the business. The new price war resulted in losing some long-term customers, lured by the considerable savings and better offering. Another impact was lack of growth for the employees, resulting in losing good talent to competition.
Existing practice for gauging VoC:
The client mostly depended on some informal verbatim responses, rather than any facts or data, which was not actionable. This resulted in some ad-hoc actions instead of taking strategic approach based on actual customer perception, and areas needing improvement.
Business Impact:
- Lack of growth, margin, and profit
- Loss of customers as their sentiments are not understood and concerns not addressed
- Loss of opportunities and business volume
- Low employee moral due to lack of growth and better opportunities
Methodology implemented:
We analyzed the client’s customer base and designed a short 10 question CNPS (Customer Net Promoter Score) program to clearly understand the areas they were doing well, and where they needed to improve. To ensure we get most relevant and actionable insights, the survey was sent to customers who have done business in the past 2 years. Also, we ensured the survey link worked well on any device and can be completed in less than 2 minutes to make it easy for the customers.
VoC survey outcome
Based on thorough analysis of customer sentiments and verbatim feedback, we summarized the areas of strength which our client should continue building upon, and top areas for improvement. Client was highly satisfied with the project, initiated appropriate improvements to address customer feedback and plans to regularly run the surveys going forward.