Stephen Connell Research & Consulting

Sunday 18.11.2018

Methods / Customer Satisfaction

Case Study

A specialist mobile phone manufacturer has customers all over the world.

Customer satisfaction research could only be carried out by calling mobile phones, as internet access would not be available in some regions, face-to-face interviewing would not be cost effective for such a scattered group and details of landline numbers were not available.

400-600 interviews were carried out annually. The call was conducted as an informal discussion of the merits of the product and the services (including repair) provided by our client. Interviews were carried out in English, French, German and Mandarin.

Every effort was made to make the discussion a conversation rather than an interview.

  • The topic list could be covered in any order.
  • There were no attitudinal rating scales and no choices to be made between “read out” options.
  • There were no more than two or three satisfaction score questions.

Interviewers subsequently wrote the interviews up in a structured format with full transcription of customer remarks and coding of reasons for dissatisfaction and satisfaction. Quantitative analysis of the resulting data file provided tabulations of satisfaction levels and the reasons for high and low scores; and the detailed comments about the user experience provided insights into the way in which customers interacted with handsets, retailers and customer services.

The key drivers of positive and negative satisfaction scores were isolated statistically using a modification of the TGW (Things gone wrong) approach which was first developed for the automotive industry. See the Viewpoint.

This approach succeeded at several levels: only 5% of contacted customers refused to be interviewed; useful data was obtained without treating customers as “respondents” and actionable findings were delivered to the client.

Every effort was made to make the discussion a conversation rather than an interview.