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Utilities Customer Satisfaction
Category: Utility
Methods: Customer Satisfaction, Customer Segmentation,
Business-to-Business Research, Consumer Research
Summary
A major national utility company was suffering from low customer satisfaction
ratings and needed a plan to identify problems and address the issues in a timely
manner.
Strategic Issues
The utility company was ineffective in dealing with issues and inquiries from
its customers. Specifically, they needed a systematic approach to evaluate the
performance of their customer service representatives and field technicians,
in order to identify problems and craft solutions.
Research Objectives
The primary objective of the research was to gain a better understanding of
the customer experience throughout their interaction with the company, in order
to identify key areas of intervention.
Research Design and Methods
Decision Analyst designed a customer
satisfaction research program that surveyed both residential and commercial
customers. Decision Analyst contacted customers via the telephone within a few
days of their interaction with the utility company. Customers were asked a series
of questions relating to general performance and satisfaction, as well as questions
that were specific to their type of transaction with the company. The objective
was to understand the customers’ experiences throughout the stages (new
service, service call, and account inquiry) of their interaction with the utility
company.
Results
The research revealed several areas for improving customer service. The customer
base was segmented using several statistical techniques in order to better understand
the different needs of each segment and the level of service required to generate
and maintain strong satisfaction ratings.
The client implemented a pilot program of service improvements that targeted
the right level of attention and support to the right type of customer. The
pilot program was eventually expanded to the entire enterprise.
Copyright © 2009 by Decision Analyst, Inc.
This case history may not be copied, published, or used in any way without written
permission of Decision Analyst.
Customer Satisfaction & Loyalty Services
If you would like more information on Customer Satisfaction & Loyalty Research, please contact Joel Mincey by emailing jmincey@decisionanalyst.com
or calling 1-800-ANALYSIS (262-5974) or 1-817-640-6166.
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