A European leader in telecommunications network equipment and services was losing customers within an important B2B segment. They were facing decreasing revenues, difficulties in cross-selling and an increasing level of negative feedback from their customers. The company’s growth strategy was at risk.
They needed to identify the reasons for this situation and precisely understand what they had to do to put it right - with a limited budget.
A TRI*M Customer Experience survey was conducted to assess customer retention and its drivers. The survey focused on one of the client’s key accounts, interviewing representatives from various divisions. Additionally a 'mirror analysis’ among staff compared customers’ service experience with the employees’ perception of their own performance.
The research confirmed a low level of customer satisfaction, with a TRI*M Index of only 27, clearly below that of its competitors and among the bottom third of TRI*M database benchmarks.
The TRI*M Grid results showed that the client needed to clarify the responsibilities of project management and sales most urgently. The results of the mirror survey gave staff a realistic idea of their own performance, which they overestimated - stressing the need for better customer service.
Following an action planning workshop based on these insights, customer service responsibilities were assigned more clearly between sales and project management. Task management and information flow were improved and new call management technology was installed.
Precise plans for growth
Our client significantly improved experience delivery at these critical customer touchpoints resulting in an overall strengthening of customer retention levels and a significant reduction in churn – with positive impact on the company’s entire customer base.
The increase in the TRI*M index led to growth not only from reducing customer churn rates, but also through increasing the average spend per customer, and recommendation from loyal customers further attracted new customers. This led to an estimated value to the business of over €35 million.