Situation

Actions

Results

Case Study

Building Customer Loyalty and Growing into New Markets

A high tech organization had long term contracts with its clients, but the clients were complaining about poor service. Concerned about losing these valued clients, the organization turned to Schmalensee Partners to find the source of its client dissatisfaction.

Schmalensee Partners began by studying the organization’s structure and identifying the organization’s key clients. There were six main types of client businesses. In addition, within each client organization, there were the executive "buyers" and the rank and file "daily customers". Focus groups were conducted with all types of clients to determine the main issues that drove their satisfaction or dissatisfaction with the organization. This information allowed the organization to make some immediate improvements. It also allowed Schmalensee Partners to design a customer loyalty survey that reflected what really mattered to the clients.

Next, Schmalensee Partners conducted a survey (repeated twice a year) to determine where the organization stood compared to competitors, what strengths it should maintain, and what areas it should improve in order to boost customer loyalty the most. When reporting this information, we stressed the role played by each function within the organization and helped the senior managers build their plans to increase client loyalty into their annual strategy.