Establish a customer satisfaction programme amongst the global membership.
Business Challenge
The primary objective of the project was to establish a programme of objective measurement amongst members, to establish independent measures of customer satisfaction. The findings also guided allocation of resources to maximise member satisfaction, established a basis of segmentation geared to satisfaction and loyalty and identified the characteristics of non members who are likely to be interested in the institution.
Solution
Two CATI surveys comprising 800 global interviews with members and a further 300 UK interviews with non members. Correlation and Correspondence analysis was employed.
Results
Areas of strengths and weaknesses were identified for each area of the business and action programs identified to remedy weaknesses.
