Case Study

Net Promoter Score (NPS) Survey for Laboratory Services Provider

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A national provider of laboratory services specialising in the water and waste sector sought to enhance their understanding of customer interaction and engagement. The primary objectives were to dissect the manner in which the company serviced its customer base and to create new customer segments that aligned more closely with the specific needs of their clientele.

Approach to Objectives

To achieve these goals, a comprehensive survey was conducted, reaching out to a diverse spectrum of the client base. A total of 175 companies were interviewed, each chosen for their unique customer profile which included variables such as their spending on laboratory services and their specific customer type. A meticulously crafted questionnaire was developed to address the precise needs of the project. This allowed for a detailed analysis using Access and SPSS statistical software, which provided a robust evaluation of the collected data.

Customer Segmentation

Through the analysis, distinct customer segments were identified, each with their own set of similar needs. These segments were then compared and matched with existing customers in the client’s database who shared analogous characteristics. This strategic analysis and profiling led to the discovery of five new customer groups. Each group was found to require varying levels of service from the company, influenced by their distinct attributes.

Client Benefits

The project delivered significant advantages to the client. Firstly, it resolved an initial challenge of customer identification, ensuring that customer groups were recognised and catered to effectively. Furthermore, it equipped the client with the insights necessary to understand the rationale behind the research and its principal discoveries. This, in turn, empowered the client to engage in informed discussions with Leading Edge about specific issues that were identified during the research phase.

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