case studies
Operational Performance and Customer Satisfaction
Our client, a leading financial institution commissioned Forethought to measure its operational performance and determine the most important drivers of customer satisfaction within one of its key customer channels, its contact centre. Forethought developed a research approach specifically designed to understand what drove customer satisfaction within the contact centre channel and to monitor operational performance of these key drivers.
For the initial iteration of the research, multiple regression modelling was used to identify the key drivers of customer satisfaction. Forethought then measured our client’s performance on these drivers, with areas for improvement presented as a hierarchy of performance challenges. Forethought continued to conduct this research biannually, for the next five years enabling the client to continually target and improve key areas of performance.
Of particular importance is that across each wave of this research, our client steadily reduced the gap between actual performance scores and ‘expected’ performance scores. An extensive body of existing customer satisfaction literature suggests that customer expectations are consistently higher than their actual experiences. However, as a result of management’s implementation and monitoring of the research findings, our client’s performance scores based on actual customer experiences improved at a greater rate than customer expectations scores.
As a result of Forethought’s long standing collaborative relationship with this particular client, the contact centre was able to implement continual and pertinent performance improvements. The research delivered an outstanding result for our client as they now boast an award winning contact centre.
