‘Maintaining Market Leadership by Monitoring Customer Satisfaction and Awareness’
WHO: A leading manufacturer and distributor of refuse vehicles
The client is a leading manufacturer and distributor of refuse vehicles and components to local authorities, contractors and private companies. Traditionally, the company has held a strong position in the market but the sector is becoming increasingly competitive with new entrants, notably from overseas, coming into the sector. Most customers purchase from more than one supplier and price is the key driver in purchasing decisions.
WHAT: Implementation of a confidential customer satisfaction and awareness survey to be periodically carried out across several regions in the UK
The client required a customer satisfaction and awareness survey to be rolled out across its UK sales regions. The client wished to determine satisfaction levels with its products and services across various criteria including quality, price, service support and sales support. The survey also considered satisfaction levels with, and awareness of, other suppliers and these results were used to benchmark the client’s performance, and the perception of the client, against its competitors.
WHY IRN : A professional consultancy that adopts a personal approach to client needs and commercial sensitivity
A structured telephone interview was used for responses from customers in each of the company’s sales regions. Approximately 25 to 30 interviews were undertaken in each region. Timely results were produced for each region and also aggregated to produce a national picture. Each set of responses were discussed with the client.
THE RESULT : The client’s strategic planning was improved through the presentation of detailed data and comment on its own market positioning and image as well as that of its competitors
The study provided the client with detailed data and comment on its market position and market image. Similar information was produced on key competitors. At a strategic level, the research enabled the company to identify strengths and weaknesses, to assess the position of key competitors and to act on these areas in its strategic planning. At an operational level, the research identified problem areas and areas of competitive advantage in specific regions and services which the client is now addressing.