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The objectives

A Fortune 500 retailer wanted to upgrade their existing global online customer satisfaction tracking study with a tool that reliably and continuously monitored satisfaction with each of their five brands in multiple markets worldwide. The client also wanted to identify the key drivers of customer shopping and purchase behavior and determine the most important aspects of their digital platforms requiring improvement so they could prioritize their efforts.

case study research

our approach

To address the client’s goals, Illuminas designed a survey that included overall measures of satisfaction with the digital experience and also an evaluation of the websites and apps on a number of service components utilizing our MaxServ methodology. MaxServ evaluates how well a service is performing relative to a customer-defined standard, allowing the client to systematically address the areas that are furthest from meeting customers’ expectations without over-delivering.

MaxServ Chart for In Stock/Availability

To identify priorities, Illuminas performed a key-driver analysis to identify the areas with the biggest impact on loyalty and purchase intent. By mapping the differences between performance and customer expectations with the impact on loyalty, Illuminas was able to determine highest priority areas to focus resources. Quadrant maps were used to contrast performance gaps with importance, highlighting areas with the highest priorities and greatest potential impact on loyalty (and ultimately, sales).

MaxServ Chart for Impact on Loyalty and Performance Gap
In most of the high priority areas, the client needed to make investments to improve the customer experience, raising the question of whether the investments produced a suitable ROI. To address this question, Illuminas linked the key driver analysis to sales data from the client’s data warehouse and created a financial simulator that allowed users to estimate sales and ROI based on assumptions about the cost of improvements.

Illuminas also provided the client with automated delivery of top CX metrics and open-ended comments from shoppers on a daily basis so they had a first-hand account of customers’ perceptions.
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the outcome

The study design and analysis allowed the client to gauge the impact that changes to their digital platforms had on loyalty and purchasing behavior, track trends over time, and proactively identify and diagnose problems on the websites and apps using real-time data. With the information and support provided by the Illuminas CX measurement system, the client was able to make systematic improvements that propelled its sites ahead of competitors.

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