Telecoms Company Benchmarks Its Brand Position in the Transportation Market

A global telecommunications company wanted to benchmark its brand position among fleet managers over time

The Challenge

Benchmarking customer satisfaction among fleet managers

The telecommunications company that offers fleet management software and solutions needed to understand how its customer experience compared to other providers. This included pain points or areas where its customer experience may not be living up to expectations among fleet managers. It required a B2B market research agency with deep experience in transportation market research to design competitor benchmarking research with fleet decision-makers that could be repeated on an annual basis.

Our Approach

Multi-year competitor analysis across global markets

Werk Insight, a B2B market research company, designed a competitor analysis to benchmark the telecoms company against other brands in the global transportation market over a multi-year period. This was a comprehensive study that defined the competitor landscape based on overall customer experience metrics, including NPS, CSAT, and likelihood of renewal. It also examined competitor brands across the entire customer journey.

To kick off the program in its first year, we evaluated a product demo. We also conducted in-depth interviews with internal stakeholders that gathered insights about their business priorities and existing hypotheses about brand perceptions and competitive dynamics.

Using these insights, we designed a quantitative study to track the telecoms company’s customer experience versus its global competitors.  The study evaluates six distinct themes, each with its own set of attributes, for both the telecoms company and its competitors.

We interviewed over 1,000 fleet decision-makers in the first year, and 800 decision-makers in each follow-up study. To ensure strong engagement with this complex study, we conducted interviews using CATI – this enables the moderators to clarify questions if needed. We also set minimum sample thresholds to ensure a strong mix of fleet sizes, roles (e.g., decision-makers vs. users) and brand users. These quotas were aligned year-over-year for consistency.

The interviews collected responses from fleet decision-makers across a range of customer experience metrics, including perception metrics (e.g., NPS, CSAT) and product-related metrics (e.g., usability, reliability). We also benchmarked the telecoms company and its competitors against a range of attributes, and using advanced analytics, pinpointed which ones are most strongly associated with stronger advocacy. This approach revealed what truly drives customer experience.

THE Insight

Recommendation for whether to consolidate brands

The research findings benchmark the telecommunications company’s overall customer experience for its fleet management software and solutions, versus its competitors in the global transportation market.

We identified where the brand is excelling or underperforming against its competitors, how it changes year-over-year, and what actions would have the greatest impact on increasing customer advocacy. This provided a clear direction for how to prioritize improvements across the full customer journey.

Building on these findings, we subsequently conducted a qualitative research study to understand more fully how the telecoms brand is perceived by fleet decision-makers, and where their needs lie in terms of innovation. This added more depth to the competitor benchmarking by providing more context around customer needs.