CUSTOMER RESEARCH

Given our extensive experience in conducting global customer research, clients often rely on Opticom to develop their skills of listening to the market, to base their decisions on market facts and to embed the customer´s voice in their companies DNA. Successful companies do not just focus on what their customers want, but put the customers at the centre of all they do. They strive at finding ways to differentiate themselves from competition. Profits follow from this; they do not lead it. Opticom offers a unique portfolio of consulting services focusing on retaining customers and building loyalty, securing more business and finding ways to differentiate from competition.

Customer satisfaction research

We really need our customers, regardless of the products we sell or the services that we offer, but customers are mostly doing just fine without us. Conducting customer satisfaction research shows that you care about your customers and are interested in what they have to say, but – more importantly – acting upon the results from the survey and suggestions put forward by your customers strengthens their perception of your company as both customer-oriented and trustworthy.

Opticom’s comprehensive model for customer satisfaction research with extensive qualitative in-depth interviews provides detailed feedback on customers’ opinions, expectations and perceptions of the performance of your company and allows you to take action on all relevant levels. Besides enabling direct and short-term improvements for existing clients, the feedback provided from customer satisfaction research allows our clients to become even more market-focused and differentiate themselves through an improved product and service offering.


Best-in-class supplier study

The general purpose of this study is to enhance our clients’ understanding of the future needs and expectations of key potential and current customers. The project scope covers trend analysis, defines critical customer interaction areas, benchmarks against competition and identifies value creation opportunities. The study should ultimately help our client to become a best-in-class supplier with an efficient sales organisation offering an optimal product and service portfolio.


Prospecting for business opportunities

Opticom frequently co-operates with our clients to prospect for business opportunities by mapping potential customers, creating awareness among them and investigating their buying intentions – in both existing and new business segments. Over the years Opticom has helped generate hundreds of million euro in additional revenues to our customers on five continents.


Learning from lost customers

Most businesses – even the best ones – lose customers over time. But if a company can retain customers longer this can make a dramatic change to the bottom line. So crucial insights into why customers take their business elsewhere and what the competitors are up to will help you to increase customer loyalty and thereby save costs and effort needed to find new customers.

The projects focus on why customers have chosen to discontinue their business relationship, what our clients need to do better and different in the future, which elements in our clients’ offering that are still appealing, if our clients still could be considered as a supplier in the future and which customers that are at risk and how losing their business can be avoided. The general purpose of these studies is to enhance our clients’ capabilities in retaining customers over time.

 

CUSTOMER EXPERIENCE

CX Software

A tailor-made online platform and solution for Customer Experience Management


Opticom offers an online reporting platform and solution for Customer Experience programs. The online tool allows our customers to access a tailor-made platform where, multiple users with secure login credentials, can access survey results in real-time – 24/7/365. Some of the benefits of this tool are:


• Customized reporting to precisely support our customers workflow and process
• Pedagogical and actionable dashboards/infographics/cross table tools with multi-filter options
• Focus on flexibility & visual data reporting
• Full integration of survey data with other VOC data streams
• A powerful closed-loop tool with action alerts and event management, allowing our customers to easily comment, escalate, remind, and follow-up on progress
• A knowledge base repository to share best practices and documentation


Reporting tool


The Customer Experience tool can easily integrate customer’s market research survey data and other information sources. This software can inherently read raw market research data. It works with all the major formats (SPSS, Excel, CSV), and has integrations with the most popular data collection platforms. The result is that or customers key metrics can be shown in one dashboard. Add to that the ability to filter and drill down on the fly, and the result is truly empowered consumers of the data.


Inside the software there is a rich suite of functions to manage both meta data and data processing (weighting, computing of variables, index calculations). An added benefit is that or customers dashboard reports will automatically refresh themselves with any new wave of data, allowing instant access to real-time information.


This tool is perfect for customer experience tracking: it can show cause and effect relationships, map a customer purchase journey and create effective drill downs for local teams or markets. By using a drag & drop building environment, no programming is required to enable our clients to easily create dynamic dashboards. This saves time and provides clients with the flexibility needed to keep internal users engaged and clients insights relevant.

Closed-loop management


Beside being a flexible and intuitive reporting tool, the Customer Experience platform allows issues to be both identified and tied to specific action plans. The system can operationalize data by automatically generating specific action plans tied to research and marketing data. All of this is captured and monitored within the system, and then easily reported. This allows our clients to focus on customer and their needs!


The platform is customizable and supports a very wide range of workflows and processes.


It can be used to follow up and act on different data sources such as survey, customer comments and sales metrics. It can be used as an early warning system to simply notify staff when any KPI or metric goes beyond a defined threshold. It can also support scheduling of repeatable tasks such as data import, data export, email send outs, reminders of non-closed events, etc. so the process can be completely automated.

To provide the best Customer Experience Management, any escalation processes are available (upper management being notified if no action fulfilled by stakeholder).

Other features are available such as distributing special reports to certain responsible people to monitor the engagement level in the company based on the status of all incoming events.


CRM integration


From the Customer Experience platform, customers can easily export customer data into Excel/CSV formats for further usage. Data can be fed into CRM systems with new updated customer information or be used as a sample in additional surveys. The exports can be scheduled to run automatically, and they can also be exported to FTP sites for automatic processes. By using a Customer ID throughout the process, from sampling to data collection to reporting and follow-up, the exported data can be merged to the correct customer information in our customers CRM system.

To learn more about our customer experience software, please call David Weller, Project Manager on +46 708 39 90 03 or email david@opticom.se.

 
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