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The Client

Based in Chennai, India, the client is a fast growing company that specializes in Customer Interaction Management (CIM) solutions. It currently serves a global customer base of more than 400 customers across a wide range of verticals.

Business Context

The client organization is in the business of redefining and revolutionizing the way organizations respond and interact with their customers. To create its own satisfied customers, the company wished to introduce a customer loyalty program. Given the size and composition of its customer base, it required a very structured and customized program. As a first step, a satisfaction survey was to be conducted among its customers in India and the Middle East to understand customer expectations, motivations and desires.

This being the first-of-its-kind study initiated by the client, the latter needed a credible partner with strong conceptual skills. At this stage, Prayag was roped in to carry out the study and help assess the satisfaction levels of its existing customers. The scope of the study included -

Assessing customer satisfaction to identify initiatives and measures for improvement

Assessing the brand perception among its key internal customers

Laying the foundation for a testimonial collection program

The survey aimed to include at least 100 of the client’s customers from across India and the Middle East to ensure a sizable sample.

Prayag Solution

Prayag began the engagement by laying out a structured methodology for the survey. The initial step was to ensure that the Prayag team had a thorough understanding of the company’s products and solutions. Meetings were held with client’s senior management to understand the company, its business objectives and priorities. This understanding was then translated into a detailed and customized questionnaire which was sent to a total of 180 customers across Delhi, Mumbai, Bangalore, Chennai, Hyderabad and the Middle East.

50% of the responses were obtained through face-to- face meetings and the other responses were received either through the web, by phone, fax, or e-mail.

Prayag received a response rate of over 80% from the contacted customers with all the key customers being interviewed face-to-face. Direct interaction with the client’s customers ensured the team had specific inputs from each customer, which was essential for analysis and recommendations.

All customers evaluated Prayag’s client on multiple parameters, making it a comprehensive study. Customers were asked to rate the Sales, Delivery and Support teams on key attributes leading to important insights on customer perception.

In addition, the overall perception of the company, brand, and levels of satisfaction and loyalty were also gauged. The survey also gauged the company’s performance in comparison with competition and performance improvements over time.

The team was able to collect high-quality quantitative data that was analyzed using statistical tools and was eventually translated into key recommendations and actionable data.

“The team’s commitment and ability to customize the study resulted in actionable data that ensured the company gained from the study and was able to create better customer relationships, build repeat business and drive profitability,” says Jayanthi Badrinath, Principal Consultant, Prayag Consulting.

A key management team member of the client reiterates: “The objective of the survey was to understand the customer better and to make changes within the organization to align with this understanding. For service centric organizations like ours, it is very crucial to keep checking the satisfaction levels of customers to benchmark and raise the performance bar. The findings of the survey have provided us with a launch platform that will aid in converting customer satisfaction to customer wow."

Benefits

Prayag recommended measures to address the pain areas accentuated by the client’s customers, along with a series of improvement initiatives aimed at improving customer satisfaction. Most of the recommendations have since been implemented, with Prayag’s client reporting that improved service levels have resulted in better satisfied customers.