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Case Study – Client Satisfaction Research:

When Competition Drives the Need for a Service Upgrade

Anova Client

A Large Enterprise Software Company

The Situation

Anova’s client was an innovator within its sector, with leading technology and an advanced servicing model.  However, a new competitor had entered the arena and was capturing a growing percentage of market share.  Our client faced a challenge in responding to this new dynamic, in part, because the geographic dispersion of the leadership team made it difficult for its people to acquire a common and unified perspective on the shifting market conditions.  Senior management recognized that it needed to collect and communicate insights and strategic intelligence on current trends in the business environment to facilitate strategic decision-making and a coherent, unified response to the increasingly formidable competition.

The Response

Anova was retained to conduct a “Client Satisfaction Research” survey, for which we developed a multi-layered approach that entailed utilizing phone calls, email, mail and web tools to connect with and obtain useful information and perspective from the broadest possible cross-section of the company’s clients.   Once in the field, we collected strategic intelligence on the company’s competitive environment and its service model from more than 70 percent of its clients, including in-depth telephone interviews with clients who were less than completely satisfied.   The most important thing we learned was that the firm’s client service structure and reporting protocols needed to be enhanced to keep pace with the increasing levels of service being offered by its aggressive new competitor.

The Outcome

Our client used Anova’s “Client Satisfaction Research” results to identify specific areas within its client service model that required upgrading.  In addition to rolling out a new tiered service structure to existing clients, it improved its client reporting and implemented internal procedures for collecting, sharing and taking action on feedback provided by clients concerning service challenges and deficiencies.  In time, the company reduced by 50 percent its number of “at-risk” clients and improved overall client satisfaction ratings by more than 20 percent.  As a result, the company engaged Anova on an ongoing basis to implement a scheduled “Client Satisfaction Research” program that provides senior management with periodic insights on its client relationships and perspective on the overall quality of their experiences with the company.