Leading Edge embarked on a collaboration with a national highways maintenance contractor, aiming to refine their marketing strategy. The primary focus was to align the contractor’s business operations with customer needs and perceptions, with a particular emphasis on elevating customer service as a core organisational value.
Research Objectives and Methodology: In-Depth Customer Feedback
The project’s goal was to collect comprehensive customer feedback to improve the contractor’s understanding of their service performance and identify key areas for improvement. To achieve this, Leading Edge conducted 130 detailed telephone interviews with a diverse group of key people, including Managing Directors and operational personnel. This approach ensured a wide-ranging perspective on the contractor’s performance, providing insights into various aspects of customer service.
Insights and Impact: Shaping Operational Strategies
The feedback obtained from these interviews was valuable in shaping the contractor’s operational plans. It pinpointed specific areas for service enhancement and established benchmarks for tracking ongoing service performance. Furthermore, a comparative analysis of performance across the contractor’s different operating companies revealed valuable learning points, fostering a culture of shared best practices and continuous improvement within the organisation.
Conclusion: Refocusing on Customer-Centric Service
As a result of this project, there was a significant shift in the contractor’s approach to customer service. The insights gained led to the development of a more customer-centric operational model, firmly positioning customer service as a key strategic priority and a fundamental value of the company. This strategic realignment not only enhanced the contractor’s service delivery but also strengthened their market position.
