This health care client was conducting a large-scale syndicated tracking program that was not meeting their needs. CMI was asked to transition a CSAT quarterly tracking study from another supplier. This program relied heavily on high-cost telephone interviewing and was experiencing declining productivity.
APPROACH
We initiated a survey invitation and response analysis to understand the characteristics of customers responding through different modes, and their patterns. We recommended parallel testing new modalities and subsequently migrated the survey online with a mix of email and SMS invitations. The result was substantially decreased cost and dramatically improved efficiency.
Next, we proposed that the program’s ability to clearly drive action could be systematically improved by a redesign of the customer measurement architecture to a journey-centric approach. We recommended a full redesign of both their quarterly “relationship” tracker and their suite of transactional surveys (managed as DIY programs).
STRATEGIC OUTCOMES & IMPACT
We helped the client socialize the new approach for the C-suite, providing the business justification for the change
We completed the redesign of their entire suite of transactional surveys as well as the quarterly tracking survey based on the new journey architecture
We are now implementing pilot test surveys in parallel with the existing measurement system, to run through Q2 2024
