Optimising a global CX tracking programme to drive client satisfaction
Creating a deeper read on client satisfaction
Our client recognised they needed a more frequent and more in‑depth assessment of client satisfaction, reaching a larger and more representative base than ever before. This would allow them to track performance against their ambition to strengthen perceptions of their services and software.
The challenge: Evolving a long-standing tracker to meet client needs
Several challenges stood in the way of building the ideal solution:
- The existing tracker had been running for four years: our client wanted to maintain historic trends while significantly expanding the range of metrics captured.
- They needed to influence perceptions at a granular level, such as by client organisation and market, while also providing a unified perspective capable of driving change at a global level.
Balancing continuity with meaningful evolution was essential.
Services used:
The solution: A refreshed and engaging global platform
Our approach focused on taking the best of what had come before, then evolving it to meet today’s objectives. The result was a tailored, highly engaging survey rolled out across all clients in 20 key markets.
To boost participation and strengthen respondent engagement, we incorporated tactics such as a video from the brand’s CMO explaining the value of taking part. This drove stronger buy‑in and resulted in a much more robust client base for analysis.
By evolving the existing tracker into a more engaging, globally consistent programme, the new approach enabled:
- More sensitive performance monitoring
- Richer, more representative feedback; driven by higher participation and a stronger client base across all 20 key markets.
- Higher participation and stronger buy-in, by using engagement tactics, including a personalised video from our client’s CMO, we helped boost response rates and representativeness
The impact: Stronger insight, stronger relationships, stronger retention
Now in the third year of this partnership, the evolved tracking programme has enabled our client to:
- Improve client satisfaction locally and globally, with clearer visibility into where performance was strengthening or slipping.
- Pinpoint exactly where change was needed and why, thanks to more sensitive, more representative insight across all 20 key markets.
- Act earlier when satisfaction began to dip, allowing issues to be addressed before they escalated, driving stronger retention.
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