case study - customer research

The Brief

Guilbert UK commissioned a major piece of customer research to obtain detailed customer perceptions of their products and services so that they could gauge their standing in the highly competitive office supplies market and further develop their CRM strategy.

Outcome

Guilbert UK were able to see their offering through their customers’ eyes.  Elements of customer service were identified by customers and performance was then measured against each of these and compared with competitors.  This not only provided greater insight into customers’ needs and buying intentions but also identified areas of competitive advantage.

Methodology

A series of internal focus groups was undertaken with staff to discover their perceptions of service levels.  This was followed by 70 face to face interviews with customers throughout the UK.  The qualitative findings informed a much larger quantitative customer survey.  For this, respondents were recruited by telephone and sent questionnaires by the medium of their choice – either fax or email.

Client Feedback

We found Nova's attention to detail in the supporting documentation and informed presentation particularly helpful.

Jane Scorer - Marketing Manager

Guilbert UK