Customer Satisfaction - Methodology

Our proven Customer Experience Benchmark will arm you with both quantitative and qualitative insight typically within a 4-5 week time period. Although a complete Customer Experience Benchmark study is comprised of six steps, any one of these steps can be an entry point to the process of gaining deeper understanding of your customers.

Step 1 - Define Project Objectives:
Gantry Group begins by interviewing your management team to build a total picture of your offering portfolio, value positioning, current customer care program, CRM infrastructure, customer base profile, competitive landscape, and performance expectations and concerns.

Step 2 - Profile Critical Customer Touch Points:
To get definitive answers requires gathering current customer feedback clues at the customer touch points within your company. This rapid discovery phase typically requires us to examine your professional service logs and delivery track record, technical support call center case statistics, self-help site chat room transcripts, and problem incident database. Interviews are conducted with the technical support, sales and marketing teams to gain a sense of why prospects buy/don't buy and why customers remain loyal/depart for the competition.

Step 3 - Design & Conduct Customer Research Study:
Our proprietary online research tool portfolio enables Gantry Group to quickly design a custom research program that reaches the desired customer audience. The research program can require multiple customer survey surveys, depending on whether the situation necessitates segregated attention to new, established, and lost customers. The survey questionnaire is designed to probe the quality of service objectives earmarked during the Project Objectives phase, with its content directed by data and trend discoveries from Step 2. Once the online survey is deployed, statistically valid data levels can be achieved often within 48 hours, and never more than two weeks.

Step 4 - Analyze the Data:
Customer feedback data is automatically captured and tabulated within Gantry's research database on its high speed/availability servers. Our clients can view intermediate research data - response rate, frequency counts, and cross tabulations -- in real-time on a 7x24 basis while the research is being conducted. At the end of the study, Gantry Group assesses the customer data to reveal key trends, prioritized and highlighted for easy "bottom line" review. Customized table and graphical data views uncover trends particular to customer status and attributes, role group, specific product/service, service area or touch point.

Step 5 - Apply the Data:
Gantry Group takes a utilitarian approach to research - raw statistical research data is only valuable when interpreted in the context of the business. We now assemble and distill all data collected in Steps 1,2 and 4 to help you apply the results toward informed business decisions. Data trends are synthesized across research instruments to distill actions that will command the largest return on investment.

Step 6 - Customer Satisfaction Program Recommendations:
In this final step, Gantry Group pulls through the data to identify a tactical action plan that will address each customer priority with an approach, desired performance goal and timeframe. Defining an ongoing testing approach for continual measurement of success and improvement is essential for reaping the full benefit of the Customer Experience Benchmark.