Longitudinal panels are an excellent way of identifying in detail the high and low points of service delivery during any customer journey or experience that has a number of touch-points or takes place over an elapsed period of time.
In simple terms, a cohort of customers is recruited to a ‘panel’ at the outset of their experience, and then interviewed at an agreed frequency as their journey unfolds.
Areas in which we have utilised this methodology include:
Potential applications are wide and varied. Our clients have included : Barclays, Nationwide, MBNA and Platform.
In the case of our mortgage application panels, which have involved consumers and intermediaries, we have followed applicants from the point a Key Features Illustration is issued or an application is approved, right through to completion.
For credit card providers we built panels following the customer experience from approval and card issue through to the first statement, examining all key engagements over that 30-40 day period (card and PIN receipt, welcome calls, cross sales activity etc.)
Clients have found our longitudinal panel insights extremely powerful and have re-engineered processes to improve both the customer experience and improve operational service delivery. Barclays, HSBC / First Direct, Lloyds Banking Group and Platform were so impressed that they endorsed our winning Market Research Society excellence award paper - Transforming Customer Experience in the UK mortgage market.