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Customer Loyalty & Relationship Management
Customer Loyalty Measurement Case Studies
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Customer Loyalty Measurement Case Studies
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Computer hardware client uses Burke data to increase customer loyalty
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Project Type: Customer Loyalty Measurement
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Business Situation:
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An international provider of business and consumer computer hardware sought to develop a more sophisticated decision support tool for making strategic investments to increase the loyalty of their customer base. This company engaged Burke because of its expertise in customer loyalty measurement and experience linking survey measures to bottom-line financial results. Additionally, Burke’s experience conducting international research on a large scale provided reassurance that high quality data would be collected in a timely and cost effective manner.
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Research Objectives:
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- Measure customer perceptions of the client’s products and services
- Quantify the impact of customer perceptions on future revenue generated through repeat purchasing as well as positive word of mouth
- Develop a user-friendly forecasting tool that predicts the financial impact of changing customer perceptions of any combination of service or product characteristics
- Update this forecasting tool on a regular basis with subsequent data collection and analysis
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Method:
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Burke conducted approximately 105,000 quantitative online surveys annually with the client's business and consumer customers in North America, Europe, and the Asia Pacific region.
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Outcome:
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Burke’s data analysis enabled this organization to make ROI calculations for all strategic improvement initiatives under consideration. This decision support maximized the value of resources expended; it improved the quality of proposed programs by identifying areas with the highest financial payoff.
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Burke helps telecommunications client monitor customer loyalty
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Project Type: Customer Loyalty Measurement
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Business Situation:
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A national provider of wireless communication services wished to implement a comprehensive customer loyalty program. This program was intended to serve as the cornerstone of a company-wide strategic initiative to develop a customer-focused corporate culture. This client sought a partnership with Burke for its experience developing customized measures and employing advanced analytical tools to customer loyalty data. In addition, this organization needed a partner capable of managing a highly complex research program with sampling and reporting changes that often occur on a monthly, even weekly basis.
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Research Objectives:
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- Develop a custom measurement system for monitoring customer loyalty within all geographic regions served by the company
- Link employee compensation directly to this measurement system
- Measure and quantify the impact of loyalty drivers across a broad range of service categories
- Measure satisfaction with individual customer touch points, including service experiences at retail locations and through the customer service call centers
- Provide actionable results on a monthly basis to provide direction for improvement efforts with the primary goal of raising customer loyalty levels year after year
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Method:
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Burke conducted over 26,000 quantitative telephone interviews annually with current customers, ensuring representative and readable samples across markets, regions and customer call centers. In addition, just over 8,000 paper surveys from retail locations were processed on an annual basis.
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Outcome:
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Through its partnership with Burke, this business was able to continuously monitor customer loyalty and to prioritize service improvement initiatives based on their impact on customer loyalty. Because of these efforts, our client has earned one of the lowest customer churn rates in the industry. In addition, an independent organization recently measured and reported the incidence of customer complaints for this category of telecommunications service providers; Burke’s client has received the fewest customer complaints of all providers in the study.
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