Issue

A telecommunications company wanted to know which component of its customer experience had the greatest impact on overall value. The goal was to understand the company's strengths and weaknesses to improve customer retention and drive growth.

Process

We worked with the client to develop a model of customer touch points that affect the perception of overall value – pricing, billing, reliability, breadth of services, customer support, communications and community involvement – and then conducted 1,700 telephone interviews across five geographic regions to cover the client's footprint.

Result

Market Strategies discovered that customers believe the client delivers less value than other communications providers because of lack of competitive pricing and low awareness of innovative products and services. Findings also revealed that customers were unaware that the company was "local." As a result, the client launched a communications campaign to promote its full range of pricing options and products, and is leveraging its brand more effectively through community involvement.

< Back to Library