Tech Company Invests in Customer Satisfaction to Boost Growth
A leading cybersecurity tech company wanted to know which investments in customer satisfaction would directly impact customer retention and revenue growth
The Challenge
Two service offerings in a highly technical market
The cybersecurity tech company wanted to measure which aspects of its customer experience are most important to get right. This included where it delights customers and where it can improve.
However, two distinct service offerings in a highly technical market made it challenging to understand the complex customer journey and needs. It required a B2B market research agency experienced in IT industry market research to design a comprehensive and long-lasting customer experience program.
Our Approach
CX tracker to measure how satisfaction impacts KPIs
Werk Insight, a B2B market research company designed a CX tracker that measured key customer experience metrics across all stages of the customer journey, and their impact on business KPIs. This included customer satisfaction, likelihood to recommend, value for money, and perceptions, among other factors.
We started with a virtual customer journey mapping workshop with a cross-functional client team that included C-suite executives. The discussion mapped the complex customer journeys for the two service offerings, including the customer touchpoints, needs, and opportunities for improvement. Based on our findings, we designed a customer experience survey to capture satisfaction and performance.
The online survey was fielded to gather responses from a representative sample of customers, based on commercial value, number of employees and seniority. The survey captured satisfaction and performance on all areas of the customer experience based on key CX metrics, including net promoter score (NPS), CSAT and ease of doing business.
We identified which customer segments are most satisfied and least satisfied with their experience. This included the stated importance of 45 touchpoints and attributes, and the satisfaction level for each. A regression analysis determined which of these attributes were most impactful on driving retention, spend, and satisfaction.
The Insight
Clear targets for improving CX to drive business growth
The research findings gave detailed insights into the customer experience across the whole business, as well as for all the customer journey touchpoints for the two service offerings. Our insights provided clear targets for the tech company on where and how to improve its customer experience in ways that would have the most impact on customer retention and revenue growth.