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Capitalizing on Voice of the Customer to Create Substantial Growth Opportunities
Client Situation: Our client is the world's leading processor and distributor of motion picture film and the leading global manufacturer of videocassettes, CDs and DVDs. The company is also a leading provider of post production, cinema distribution and digital cinema services. Our client was challenged to integrate multiple global acquisitions and redefine itself in the marketplace from a commodity service provider to a full service value added brand. We were engaged to assist the client in capitalizing on substantial growth opportunities with their strong current and future client base, in particular release printing and digital media value chain services.
Endeavor Management Solution:
Our flexible, state-of-the-art approach to customer analysis was tailored to incorporate a contemporary research on buying influences and leading practices regarding "voice of the customer" activity.
Based on feedback from our client, we determined five important objectives to be built into the Voice of the Customer effort: Buying criteria, Prioritization, Competitor Rating, Day in the Life Elements and Expectations.
Using this information, we gained an additional understanding of why customers stay, leave and occasionally return from competitors. By analyzing the data from these areas, we helped develop specific responses to specific customer concerns. These responses were included in "treatment models" designed to maximize the value of customer relationships in specific target segments.
Results and Benefits:
A series of critical next steps delineated though the project were implemented over a period of 18 months that included development of "packaged solutions" offering customers bundled pricing where appropriate through the implementation of improved tracking methods for work-in-process. Over that period our customer strategy recommendations allowed the client to gain a significant market share improvement while improving overall customer satisfaction.