Sofrecom conducted a project aimed at improving the relevance and efficiency of customer surveys. This year-long project resulted in significant advancements in customer targeting, question personalization, and result reporting. Discover how Sofrecom supported this operator in optimizing its customer surveys through the exploitation of new data sources.
Project objectives
The main objective of this project was to enhance the relevance and efficiency of customer surveys by leveraging new data sources. This involved better targeting of customers visiting stores, industrializing data collection from the Data Hub, and improving the questionnaire model through correlation analysis and A/B testing.
The project also aimed to validate the long-term enrichment of surveys through data, identifying key stakeholders, new data sources, and evolution procedures.
The methodology implemented by our experts
The methodology adopted by Sofrecom for this project was based on a data-centric and collaborative approach. Here are the key steps of this approach:
- Discovering data sources: This phase involved identifying relevant data sources and defining priorities for improving the surveys.
- Working with data scientists: Sofrecom consultants closely collaborated with data science teams to industrialize targeting queries. This included creating specific queries to better target customers visiting stores and validating additional data to be included in the surveys.
- Correlation analysis and a/b testing: An analysis was conducted to identify the most relevant questions and the correlations between responses. A/B tests were carried out to compare different questionnaire models and to assess the need to add a Net Promoter Score (NPS) question in addition to the satisfaction question.
- Validating changes: The additional data and new questions were validated before being integrated into the surveys. This step ensured that the changes made were relevant and effective.
- Impact measurement: The impact of the changes on survey results was measured, particularly concerning the variable part of the salespeople’s compensation indexed on the store satisfaction questionnaire. This measurement quantified the benefits of the improvements made.
- Production deployment: The Sofrecom team worked with the information system (IS) for the production deployment of the changes. This phase included technical validation and the implementation of new procedures.
Client benefits
The project led by Sofrecom brought numerous benefits to the client:
- More precise customer targeting: Through the industrialization of targeting queries, the operator was able to survey only the customers that matched the target profile. This resulted in more relevant responses and a better understanding of these customers’ expectations.
- Personalization and simplification of questions: Adding additional data allowed for the personalization and simplification of survey questions. Questions with answers already available in the database were avoided, making the surveys more efficient and less burdensome for customers.
- Better result reporting: The ability to cross-reference responses and satisfaction rates with the operator’s database enabled better result reporting. This facilitated data analysis and decision-making to improve services.
- Improved customer satisfaction: The changes made to the surveys enhanced customer satisfaction by providing more relevant and better-targeted questionnaires. This helped strengthen the relationship between the international operator and its customers.
- Positive impact on sales performance: Impact measurement showed that the changes made to the surveys had a positive impact on the performance of salespeople, whose variable compensation is indexed on the store satisfaction questionnaire. This motivated salespeople to provide better service.
- Long-term validation: The project validated the long-term enrichment of surveys through data, identifying key stakeholders, new data sources, and evolution procedures. This ensured the sustainability of the improvements made.
Conclusion
Through a rigorous methodology, a collaborative approach, and the expertise of its consultants and their active listening, Sofrecom successfully met its client’s expectations by providing the most suitable solutions. The optimization of customer surveys and the exploitation of new data sources improved the relevance and efficiency of surveys, as well as customer satisfaction.
