Tracking long-term customer satisfaction
The challenge
Customer Satisfaction (C-Sat) is so much more than a simple metric. In the telco marketplace, satisfied customers are the keystone of competitive advantage. O2 asked Quadrangle to help quantify and track customer satisfaction to support its long-term strategies to build loyalty, win new customers and prioritise investment.
Our solution
We worked with O2’s Customer Experience team to build an integrated C-Sat tracking system, bringing together multiple sources of research and customer data to diagnose pain points and identify improvements.
We set-out with simple principles:
- Preserve the value of existing surveys
- Introduce a customer centric point-of-view
- Provide an actionable record of events and root causes
- Leverage the value of other business intelligence
The system we built is bespoke to O2, enabling in-depth analysis to inform plans, set and monitor targets and support day-to-day decision making.
The outcome
O2’s C-Sat tracking system paints an ongoing picture of customers’ needs, expectations and behaviours which supports countless initiatives and business cases. For example, tracking data was instrumental in developing O2’s award-winning customer renewals programme for iPhone.
Its broadest strategic impact, however, is guiding the customer centricity that underpins O2’s brand promise and commercial success.
We helped O2 with:
- Customer tracking
- Analysing and making sense of multiple data sources
- Customer value analytics
What was involved:
- Predictive tools
- Initiative impact measurement
- Aligning customer experience with expectations
Specialisms that helped:
- Synthesising and interpreting multiple sources of insight
- Getting impact and value from research investment
- Humanising research findings and data
- Embedding research and insight into strategy