Making numbers work for you
15 July 2011
A customer focused brand enjoys the benefits of increased trust and customer loyalty, as well as opportunities for increasing share of wallet. Understanding the customer experience is essential in helping organisations achieve real focus.
Many set out to measure customer experience using surveys, but once the data is collected, it is not always put to good use. If actions are not drawn from survey results, it can lead to missed opportunities and the credibility of the research is damaged.
Our portal reporting systems ensure that all stakeholders are engaged in the customer experience programme and have appropriate access to the data. The portal ensures that results are communicated across the organisation in an effective way.
Industry benchmarking survey
The Association of British Insurers (ABI), a trade body for insurance companies in the UK, launched the Customer Impact Survey in 2006. Last year 35 companies participated in the survey which was designed to inform policy around customer strategy.
The survey, conducted annually by ORC International, benchmarks the progress made by individual firms and the industry as a whole. It helps to identify and prioritise strengths and weaknesses to focus the activities of members, with the aim of improving customer experience.
The results of the survey were accessed by members through the dynamic reporting portal system. Each member was also provided with an executive summary to aid interpretation of the findings and help with action planning.
The portal is both simple and intuitive, making it easily accessible to users at all levels – from insight and operations managers through to the chief executive. It allows them to benchmark their results against the industry across a variety of customer touchpoints. They can progress from point of sale, to mid-term service queries, to claims and payments through to ongoing communication with the customer.
Keith Harris, Customer Services Support Manager at Wesleyan (one of the 35 companies), commented:
“I am very pleased with the display of information on the portal, it is very easy to use and navigation is straight forward… the high level views are excellent”.
The reporting portal system supports organisations by maximising the accessibility and usability of survey data for those who need access. This frees up more time to focus on insights rather than coping with the dissemination of data.
