QUALITATIVE & QUANTITATIVE RESEARCHLuminas drives customer experience focus at a global pharmaceutical distributor
SITUATION
A “Fortune” top 20 company that includes some 20+ related businesses that deliver horizontally and vertically integrated solutions, identified improving customer experience as a key enabler to enterprise growth.
APPROACH
Engage business units to understand overarching strategy and to accommodate customer satisfaction priorities
Quantitative customer satisfaction surveys for each business unit among its customers
A Bayes Nets approach identifies the importance of various touchpoints on loyalty/advocacy and to understand the relationship between touchpoints
Qualitative follow-on interviews
RESULTS
Measure and monitor customer advocacy, loyalty and other core CX metrics
Quantify importance of and performance on various touchpoint experience “pillars” (i.e. ordering, delivery, sales, customer service, etc.)
As well as attributes underlying pillar performance
Provide deep-dive qualitative supplementation of quantitative data
Illustrate period-to-period performance dynamics and provide diagnostic information to explain rationale for dynamics
Deliver enterprise level analyses to assess functional performance
IMPACT
Focus resources on relevant marketing interventions to maximize:
YOY BU performance
Functional area improvements
Help client evolve to a partner-centric culture that continually seeks to optimize its customers’ experiences