[Skip to content]

.

Customer Loyalty

BDRC Continental helps organisations to identify their most valuable customers, to understand the drivers of satisfaction and customer loyalty and to prioritise change for bottom line impact.

For some organisations, identifying the most appropriate measure of performance is the starting point. Repeat business, likelihood to recommend, share of wallet, openness to cross-sell, tolerance of price increases, satisfaction –can all be relevant depending on the context. A commonality is our emphasis on understanding the value of every customer and our belief that satisfaction and loyalty research should be an integral part of the broader CRM strategy.

Whilst we can tailor our approach to your unique requirements, we also have a tool kit of ready-to-use services.

For more information, please contact  Matt Costin  020 7400 1004 or Mark Long  020 7400 1016.

  • Instigate organisational and cultural change

  • Optimise the customer experience across multiple channels and touch-points

  • Facilitate immediate service recovery and business retrieval

  • Determine the service enhancements which will deliver most bottom line impact

  • Integrate customer feedback with other customer-level data (e.g. transaction records / loyalty card data)

  • Cascade customer insights and performance updates to the right people

  • In-depth qualitative intelligence on how customers really feel about your brand or product

  • Implement best-in-class Net Promoter and customer loyalty architecture

Is your organisation genuinely ‘customer centric’?  Do your processes and interactions with customers deliver the right experience at every ‘moment of truth’? Is there an understanding right across the organisation of each customer’s latent value and how this can be converted into revenue and profit?

Customer experience management (CEM) is about more than just research. BDRC Continental helps client organisations to:

  • Evaluate the experience they currently deliver to customers at every touchpoint

  • Determine the ‘ideal’ but with an understanding of which service improvements are merely ‘nice to haves’ and which are essential

  • Instigate organisational and cultural change to support the process

  • Track standards and performance on an ongoing basis

  • Integrate customer feedback with other relevant customer-level data such as transaction records / loyalty card data

  • Cascade relevant customer insights and performance updates to the right people at the right time

 
With leading-edge enterprise feedback and dash-boarding tools, and a dedicated advanced analytics / data-mining capability we are uniquely well placed to deliver your CEM program.

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:

  • Mortgage application process

  • Credit card applications

  • Protection product applications

 

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.

We have an invaluable tool kit of ready-to-use customer loyalty services.

  • In hospitality, benchmarking systems such as VenueVerdict and GuestRate.

  • In financial services, we have developed an innovative longitudinal approach to identifying service improvement opportunities for products such as Mortgages and Credit card applications. 

  • Within the Culture and Leisure arena, we have built Visitor Benchmarks, a database which enables Visitor Attractions to benchmark the profile, behaviour and ratings of their visitors.

  • Our travel team runs the National Passenger Survey, which measures the service performance of the 21 train operating companies and involves interviews with 50,000 train passengers every year.

Our CEM clients include:

 

  • Hilton Hotels

  • Lloyds Banking Group

  • Platform

  • Regus

  • Nationwide

  • Sainsbury's Bank

  • HSBC

  • Barclays

  • QHotels