Customer Experiences Inc. was brought in to help the organization build more Customer Loyalty. The first area of focus was to identify what Promises were important to their clients and then determine the best way to deliver on these Promises. Traditional customer satisfaction survey techniques had been used but were not as successful as they would like in building loyalty.
They had their customer segments identified and prioritized so the need was to capture more client loyalty and create more market differentiation from their competitors. Goal was to find ways to create differentiation for services provided, which were strategy, process improvement and systems implementation services.
We conducted interviews and survey's to understand the key Promises their clients wanted them to make and keep. We also surveyed their employees to see how closely aligned, or unalligned, they were to what Promises their clients wanted them to keep. The data showed there was some alignement between the client informaiton and the employees on about 40% of the Promises and no alignment on the remaining 60%.
We also built a Promise Inventory™ listing all the Promises their clients wanted them to make and keep and prioritized these Promises. From this they determined there were 8 core Promises that they needed to focus on making and keeping every day - this would be the core to build more Trust and ultimately Loyalty. The other Promises were of lesser importance and would be addressed after the core 8 were built into all areas within the organization.