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Customer research

With years of experience, our staff has the capabilities and expertise to take your business to the next level. At Opticom, we combine our insights and skills to transform your processes and strategies, and in turn, your company. We’re proud to help shape and improve how our clients structure and manage their business.

Our extensive experience in conducting global customer research means that 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 company’s DNA. Successful companies do not just focus on what their customers want; they put the customer at the centre of all they do. They strive to find ways to differentiate themselves from the 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 stand out from the competition.

Customer satisfaction research

We really need our customers, regardless of the products we sell or the services 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 survey’s results 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 uses extensive qualitative in-depth interviews to provide 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 to differentiate themselves through an improved product and service offering.

​Best-in-class supplier study

Enhance your 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. Use it to help you 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 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 millions of euros in additional revenues for clients across five continents.

Learning from lost customers

Even the best businesses lose customers over time. But if you can retain customers for longer, this can have a dramatic effect on 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 differently in the future, which elements in our clients’ offering are still appealing, if they might be considered as a supplier in the future, which customers are at risk and how losing their business could be avoided. In short, it’s all about enhancing our clients’ ability to retain customers over time.


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 access to a tailor-made platform where multiple users with secure login credentials can access survey results in real-time – 24/7/365. Benefits include:

• Customized reporting means targeted support on 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 users to easily comment, escalate, remind, and follow up on progress

• A knowledge bank to share best practices and documentation

Reporting tool

The Customer Experience tool can easily integrate customers’ market research survey data and other information sources. It can read raw market research data and works with all the major formats (SPSS, Excel, CSV), integrating with the most popular data collection platforms to show key metrics in one dashboard. Add to that the ability to filter and drill down on the fly, and the result is truly empowering data.

Inside the software is a rich suite of functions to manage both meta data and data processing (weighting, computing of variables, index calculations). Dashboard reports automatically refresh with any new wave of data, allowing instant access to real-time information.

This is the perfect tool 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 - creating dynamic dashboards is easy, saving time and giving you the flexibility you need to keep internal users engaged and clients’ insights relevant.

Closed-loop management

It’s more than 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, so you can focus on your customers 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 surveys, customer comments and sales metrics. Use it as an early warning system to notify staff when any KPI or metric exceeds 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.

Escalation processes help provide the best Customer Experience Management too (upper management being notified if no action fulfilled by stakeholder).

Additional features include distributing special reports to designated names so that engagement level in the company based on the status of all incoming events can be monitored.

CRM integration

Exporting customer data into Excel/CSV formats from the Platform is simple. 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. 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 your CRM system.

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