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• Top 3 Direct Insurer • One of the top 3 direct insurers has been one of our clients for over 10 years. When they needed to check out the service their front-end sales staff were delivering they turned to us. It was the start of a journey where over the years we worked in partnership to develop a hugely sensitive research tool used to benchmark their service standard, monitor compliance issues and improve service delivery. – Working in partnership for over 10 years – Benchmarking mystery shopping front-end service – Highlighted compliance to DPA issues as area for improvement …honed measurement tools… tracked improvement over successive waves - now outstrips competitors – Detected decline in previous strength areas of empathy & rapport…worked to identify traits and behaviours to restore levels (NEXUS coding of open-endeds) – Developed use of mystery shopping not only as research tool but also as training tool – used as key part of front-end continuous development. • ALMO - Customer Satisfaction Survey • An Arms Length Management Organisation (a housing partnership) required a satisfaction survey to be carried out amongst leaseholders. – PMRC conducted 350 telephone interviews to gain insight into leaseholder satisfaction with individual elements of the service received as well as an overall satisfaction rating – Survey required & supplied sensitive interviewing to suit diverse target population, with high proportion of elderly and ethnic respondents – Identified areas of service that were particularly strong or weak and gained valuable insight through the NEXUS approach to O-E responses. • Major Building Society • After a good response from direct advertising uptake rates to a new bond issue were surprisingly low. A tactical, qualitative survey helped to understand why. – Groups about new bond issue sales materials – Assessed not only appeal of concept but concepts that would motivate customers to action – Identified key triggers to purchase vs. delay – Based on our findings materials were re-worked • Public Consultation - Residual Waste Solutions • A county Council needed to carry out consultation on the multi-million pound procurement of new residual waste facilities. – 22 focus groups were conducted to ensure the priorities of key stakeholders were considered, including consumers, hard-to-reach groups, disabled individuals and organisations, ethnic consumers, environmental organisations, industry organisations, Council members – The groups also included an element of quantitative work, with a pair-wise conjoint analysis of the key issues being assessed via a self-completion questionnaire – The research showed differences between the stakeholder groups in the ranking of key issues and provided input for the Council to use in weighting contract evaluation factors. • Telephone Sales Service Monitor • The service provided to incoming callers was key for this major company’s sales. They required a monitor of sales practices and a means of benchmarking their performance against that of competitors. They also required accurate price comparisons with key competitors using a basket of risks that mirrored the company’s client portfolio. Phoenix MRC provided the solution. – Worked with the company to define risk baskets in each sector that mirrored their specific client portfolio – Monitored service delivery of incoming calls to telesales agents comparing service delivered by client company vs. competitors – Quarterly monitor with 1,000 brief service questionnaires per survey wave per product – Developed tailor-made analysis package that allowed instant analysis for their multi-layered market segments for each product sector. • Qualitative Communications Development • A medium sized life and pensions provider required guidance on the development of advertising, brochures and support documentation for a major new product launch. From the outset we knew time from receipt of materials to reporting would be very tight, but Phoenix MRC had the right research tool for the job. – Phoenix MRC carried out Rapid Response® focus groups, designed to reduce time from field to reporting to a minimum – in this case, 48 hours – We knew recruitment was likely to be tricky, but piloted recruitment tactics in advance so that once we got the go-ahead we could be sure there would be no delays – Rapid Response® focus groups proved the perfect tool for this job. • Loyalty Price Model • – 1200 online interviews were conducted with current, lapsed and non-users of a loyalty card to establish if loyalty scheme tie-in with points scheme drives more share of wallet. – The survey also aimed to gain understanding for the level of appeal for and understanding of proposed loyalty scheme models. – Helped to identify the most advantageous points scheme for Expedia to offer with clear recommendations for appeal to different target segments, risks, reasons for advantages and communications guidelines. • Hall Testing of New Pipe Tobacco Brand • A new pipe tobacco brand was nearing readiness for market. The next step was to obtain sales volume estimates. The Company wanted to use a tried and tested total product test model so it could compare the new product volume estimates with those of previous launches. However, pipe smokers don’t have the penetration of cigarette smokers – it just wasn’t practical to recruit them into a hall as they traditionally did. Phoenix MRC found a creative - and practical – solution to this research need. – Industry standard testing method involved hall tests which allowed potential buyers to shop in mock shops testing likelihood of a first purchase, followed by a series of in-home interviews to assess product satisfaction and likelihood of repeat purchasing – The mock shop set-up required a hall setting but the pipe smoking target market is of too low an incidence to recruit in the normal ways for a hall test. Customer lists were available for use but respondents were scattered around the country making hall tests not a viable option – A novel mobile shop concept was conceived to allow door-to-door interviewers to bring the traditional ‘total product test’ shop to each respondent. Light-weight, folding, self contained shop displays were built and supplied to all interviewers working on the survey. After a face-to-face briefing session attended by all interviewers they successfully carried out both the in-hall parts of the traditional total product test and the repeat purchase follow-up interviews in respondents’ own homes – Sales volume estimates were successfully derived from the test and, after minor adjustments to the advertising support recommended from the research, the product was successfully launched in the UK. |
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