Customer Loyalty: Typical Engagements
Loyalty Modeling and Tracking: Health Insurance
ConStat conducted a quarterly telephone study among members of our client’s health care plan as well as members of competitive health care company's plans. The study’s overall objective was to support customer relationship management and loyalty efforts. The information collected from this study was used to develop member profiles and to prioritize problem areas so that strategies for improvement could be targeted most effectively.
ConStat created the study design and questionnaire design, and performed sample management, data collection, tabulations and analysis. A full report including a loyalty segmentation was delivered each quarter.
Brand Evaluation, Usage and Customer Satisfaction: Business Process Integration Servers
A major server software developer wanted to track customer satisfaction and perceptual positioning of its brand of integration software relative to competitive brands as each company introduced new versions. ConStat conducted detailed online surveys with specific groups of IT professionals and decision makers who oversee selection, testing, deployment and production of business process integration servers. This category of business software is highly complex and competitive. It requires hard-to-find experts to give reliable answers to highly technical questions as well as general perceptual responses. ConStat located the appropriate professionals to complete the project.
The study helped track not only relative share of market but use of advanced features and user perceptions of performance on detailed product attributes. The goal was to determine relative strengths and weaknesses of each brand to help guide the feature development, positioning and messaging of the client’s brand.
Customer Retention: High Speed Internet
A national provider of residential high-speed Internet access wanted to overcome any internal and competitive factors that might limit achievement of its customer growth goals. Using internal lists, ConStat conducted a companywide survey of recently disconnected customers to determine if they were being pushed away by dissatisfaction with the client’s service, or being pulled to a competitor’s service by promotional offers and advertising. We evaluated and compared client and competitor services against a lengthy list of performance attributes.
Results of the study uncovered areas the client needed to address in order to maintain the value level its customers demanded if they were to remain loyal in the face of increasing competition.
Customer Retention Study: Internet Service Provider
A provider of high-speed Internet service was experiencing churn as competitors entered the market. After tracking the disconnects and developing a predictive model, a stratified sample with corresponding customer churn scores was delivered to the ConStat team.
ConStat designed a questionnaire to profile the customers’ usage and attitudes and present potential events or situations that would trigger a decision to stay or leave. The survey results were used to validate the churn scores and the specific numeric value ranges that represented low, medium and high risk.
Based on these results, the client was able to target remedial programs to retain their most profitable Internet subscribers.