Driving Excellence Using Voice of Customer Research

A leading FTSE 100 packaging company wanted to strengthen its relationships with current and prospective clients by understanding their needs and expectations. This global industry leader recognized the importance of aligning its services with customer demands to maintain its competitive edge.

Objective

The company aimed to enhance the overall customer experience. Phronesis conducted this research by:

• Identifying key drivers of satisfaction
• Addressing challenges encountered by clients during various stages of their interactions with packaging suppliers
• Comprehending how marketing teams engage with the suppliers to better prioritize client needs

Solution

Phronesis Partners employed a comprehensive research strategy, integrating quantitative surveys with in-depth expert interviews to gather actionable insights. The approach included:

Quantitative research:

Developing detailed questionnaires and web scripts to collect data.

Qualitative research:

Interviewing senior marketing professionals to explore:

• Types of supplier collaborations
• The role of packaging and innovation in marketing
• Decision-making processes for selecting new suppliers
• Marketing's influence on supplier selection and collaboration

Supplier relationship dynamics:

Identifying drivers and barriers to successful partnerships, pinpointing pain points, and determining ideal attributes in new suppliers.

Customer journey expectations:

Assessing early-stage expectations, key performance indicators in existing relationships, strategies for stronger partnerships, and opportunities for future collaboration in marketing messaging.

Impact

The voice of customer research findings helped the company understand its customers’ expectations and pain points when working with packaging suppliers. These insights enabled it to make targeted improvements to customer engagement strategies, product offerings, and service delivery, resulting in improved levels of customer satisfaction and more robust, meaningful relationships with clients.