Case Study: Linking Customer Satisfaction to Business Outcomes

In the services industry, the ability to win repeat business and increase share of wallet rests almost completely on customer perceptions of quality and service. However, customer satisfaction measurement programs often work in isolation and are rarely linked back to business processes or outcomes.

A finacial services major in Asia wished to derive more actionable insights out of their existing satisfaction tracking program among loan customers.

The Insight Solution developed to address this was:

• A single--number satisfaction metric was developed 
• All key processes were mapped; satisfaction results from the survey were used to identify processes impacting this metric and company standing on these.
• This was then used to recommend specific process improvements
• Further, customers with ‘below-threshold’ levels  of the key metric were identified, profiled and then targeted with service-recovery programs

Subsequent analysis of the customer database showed lower rates of payment default amongst the ‘at-risk’ customers and higher uptake of other loan offers from the ‘satisfied’ customer base.