The Loyalty
Research Center (LRC) performed a
customer relationship research
program for a financial services
company, which will be identified as
Company XYZ. In considering the
issues that could affect the
customer relationship, a major component of
the program focused on evaluating
the different ways in which customers could contact/transact with
the company. These communication
modes included:
SITUATION
The analysis
determined the relative impact of
each of these communication modes on the overall
customer relationship, the
performance evaluation of each of
these modes, the key drivers for
each mode and the performance
evaluation of various mode
attributes. This information
provided the executive team with
insight into the communication mode
that required the most attention and
some diagnostics on how to improve
performance. In addition, each mode
had one or more managers that used
the research results to guide them
in improving the design and service
associated with their specific mode.
