case study - customer research

The Brief

Morgan Technical Ceramics (MTC) commissioned a major piece of customer research to understand in greater depth why customers buy their product as opposed to competitor offerings, where they should focus their research and development and how they could offer even higher levels of customer service.

Outcome

This was the first time that the company had collected this volume of customer data and competitor information in such a consistent and objective fashion. The research provided MTC with a much deeper understanding of their current customer standing, including the relative importance of a range of product and service features. Both qualitative and quantitative data were obtained. A total of 38 opportunities and actions were identified and recommendations for improving customer service were made.

Methodology

55 face-to-face interviews were conducted in 8 countries throughout North America and Europe. Each interview lasted approximately 40 minutes and was written up in MS Access. Collecting data in this way provided a convenient method for analysis and sorting. Relative Importance and Performance data, which were presented in the form of XY scatter plots, demonstrated clearly the space occupied by MTC and the closest competitors. The use of metaphor provided further qualitative insights which could not have been obtained from the quantitative data alone. The results were presented to the Executive Board one week ahead of the agreed programme.

Client Feedback

The customer survey was focused on key market areas where we thought our position was reasonably secure and where we knew our customers. To a large extent the results confirmed this, but they also exposed areas where we were not meeting customer expectations and identified opportunities for increasing business.

Using a third party to conduct the interviews was a major benefit. It has been an interesting experience to see how our customers have been so willing to discuss issues with an independent person that they have not discussed with us - although it must be said that the interviewing techniques employed by Nova have to take some credit for this! We now know far more about how to satisfy our customers than we did before the survey. Action plans have been implemented to address service issues, employee training and to pursue the new business opportunities that were identified.

We were impressed by the professional way in which our project was dealt with, from initial enquiry to completion. The briefing concentrated on the markets and how our technology and products featured within them. We did not discuss any of the service issues or personalities that were likely to arise, but they certainly featured in the feedback we received.

Conducting 55 interviews in the time achieved, across such a broad geographical spread was a logistical success in its own right. All appointments were kept to time and none of our customers was inconvenienced in anyway. The feedback we have received from them has all been positive.

We are already preparing for our next project and would have no hesitation in recommending Nova Connection for this type of work.

Keith Parker - Marketing Director

Morgan Technical Ceramics