Customer Research
MSB Customer Research provides organisations with focused intelligence on customer opinion. We place an emphasis on providing our clients with practical customer insight that is able to support decision making and deliver tangible benefits.
Our wide range of customer research solutions ensures that we are able to cater for any requirement. Please see the descriptions below to gain a further understanding of each type.
Customer Satisfaction
Customer Satisfaction research forms a core part of the strategic planning process for many of our clients. Insight can be used to make service enhancements within all areas of the business, from sales & marketing, through to operations, finance and human resources. Many of our clients also use the intelligence gathered as a catalyst for internal training and development.
Common insight includes:
- the customers' expectations of your product or service
- the customers' opinion of your product or service and how it can be improved
- how well they rate your customer service and how it could be improved
- whether customers feel they are receiving value for money
- how you compare with your competitors
The research methodology adopted is dependent upon the unique requirements of the client. We provide a full range of options, including:
- Basic and advanced surveys
- Paper based
- Online
- Interviews
- Paper survey
- Electronic (PDA device)
- Telephone
- Focus groups
Mystery Shopping
Mystery shopping research is a highly qualitative approach, specifically aimed to measure service throughout the customer journey. Many of our clients use this form of research to assess the training and development needs of their employees. MSB is experienced at developing suitably robust systems, including an effective scoring system followed by a qualitative section where mystery shoppers explain their scores and add any further information to assist the client in improving service.
It is essential that Mystery shoppers are diverse by gender, age and location to represent those of the client's customer base. MSB has its own internal Field Force team and a large network of highly experienced and competent mystery shoppers, representing a range of demographic profiles.
Brand Research
Brand Research delivers an enriched understanding of how the customer perceives your brand. This includes looking at aspects such as its definition according to the market, the values it stands for, its personality, your consumer target market and how it is currently positioned in that market. Developing such a detailed understanding aligns customer perception with the marketing function, and forms a solid foundation for future decision making.
The research methodology adopted is dependent upon the unique requirements of the client. We provide a full range of options, including:
- Focus groups
- Interviews
- Paper survey
- Electronic (PDA device)
- Telephone
- Basic and advanced surveys
- Paper based
- Online
Drill Down©
Over a number of years, MSB has developed a diagnostic approach to assess the overall performance of individual units or departments with an external customer interface.
The whole process is designed to analyse, understand and improve customer care and employee engagement. Through a combination of observation, service experience, customer, employee and volunteer interviews, our consultants will immerse themselves in each appropriate unit/location.
Objective of a Drill Down© Visit
- Highlight where improvements in customer service can be made
- Identify areas of high performance as a benchmark of best practice that could be adopted across the portfolio of properties
- Provide recommendations for achieving consistency of service delivery at each point of customer contact
- Identify barriers which prevent the provision of excellent customer service
- Make recommendations both in terms of customer and employee issues to ensure even higher ratings
Other Customer Research
MSB is experienced with a range of other types of Customer Research. If you have identified a particular customer research need which is not covered above, please do get in touch.
