30% Increased Customer Satisfaction for a Steel Manufacturing Giant by Optimizing the Servicing Process
A leading steel manufacturing major sought to strengthen its customer experience by addressing gaps across the customer journey and reinforcing its servicing process—one of the most critical drivers of overall experience.
With a complex go-to-market model and diverse customer base, the organisation aimed to better align expectations, delivery, and differentiation in a competitive market.
Listen
The Challenge
The client needed to:
- Manage a complex go-to-market strategy and customer management process
- Bridge gaps between customer expectations and actual experience across the journey
- Understand the business drivers shaping customer perception and decision-making
- Stay innovative while grounding actions in customer-led insight
- Capture perspectives from a large and diverse customer ecosystem
The organisation required insight to align customer experience, service delivery, and differentiation in a highly competitive market.
Act
Insight-Led Diagnosis and Design
Feedback Insights designed a custom research and analytics approach to build a comprehensive understanding of customer segments, needs, and perceptions.
- Deployed a custom-designed research model and analytics framework
- Surveyed 8,461 respondents across auto direct and ancillary customers, dealers, distributors, ECAs, retailers, and brands
- Applied a custom Experience Index framework to address the complexity of segments and journeys
The framework and insights enabled the client to curate product offerings for specific customer needs and highlight key USPs required to stand out in the market.
Accelerate
The insight program enabled focused, actionable direction by:
- Delivering in-depth insight into customer segments, geographies, and product perceptions
- Identifying early industry trends to support innovation and value creation
- Highlighting levers to bridge gaps versus competition and enable premium positioning
- Providing precise experience scores through the Customer Experience Index
- Separating tangible and intangible experience elements to fine-tune operations and GTM strategy
Business Outcomes
- 30% increase in customer satisfaction through optimisation of the servicing process
- Identified experience gaps and levers supporting a healthy leadership position
- Reduced complaint handling to improve overall customer experience
- Clarified value constituents required to remain ahead of the innovation curve
- Enabled digital interventions aligned with evolving market expectations
