CASE STUDY:

High Tech Manufacturer
Blends Research with CRM

Background: One of the largest high tech manufacturers in the world needed to understand how new online service channels were affecting customer satisfaction.

Objectives: Blend quantitative research on customer satisfaction with data coming from the online CRM system that could help the company understand which categories of transactions and service activity were presenting problems, and which were yielding positive results.

Challenges: The CRM system stored data in a format that was not compatible with the research and analysis tools. This meant that both the selection and screening of respondents based on their interactions with the CRM system and the final data analysis would be difficult.

Solution: The data on thousands of interactions was exported from the CRM system and transferred into an appropriate format by Schireson Associates technology team.

Results: Respondents were selected and screened for the study based on recent CRM transactions and transaction type, and the data from completed interviews was seamlessly blended with the CRM data, allowing for detailed analysis of satisfaction based on all known aspects of the customer relationship.

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"…an uncanny ability to listen to consumers and hear what they are saying and bring out what they are feeling…"

Gordon Hecker
Senior Vice President of Marketing
The Scotts Company

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