Assessing Customer Sales and Satisfaction for Local Cable Provider
Challenge
A local cable provider (MVPD) needed to understand how to drive sales and improve customer satisfaction and retention.
Approach
To develop an effective roadmap for our client, M/A/R/C®’s media and multicultural division, Horowitz Research, conducted qualitative research among both consumers and professionals:
- FOCUS GROUPS
- A series of focus groups among the client’s customers and potential customers were conducted to determine satisfaction levels and service preferences.
- ONE-ON-ONE INTERVIEWS
- One-on-one interviews with customer service representatives and technicians, including installers and repair people, were held to measure challenges and opportunities.
Outcome
- Comprehensive insights from this research helped the local cable/satellite provider develop strategies to maximize sales outcomes and drive customer satisfaction.
- The client utilized the results to refine internal systems and processes.
- By incorporating the perspectives of frontline employees, team morale and performance have improved.