Customer survey case studies

Customer survey case study #1

Industry: Property and business services

A changing market with aggressive competitors meant that this mid-space player did not know how their customers perceived them, especially since they had conducted any customer research for seven years.

They implemented a Customer Satisfaction Survey with their top 75 clients and depth interviews with six of them.


They were surprised to learn that although products were seen as strong, key clients restricted their spending for two main reasons:

  1. Lack of personal relationships (their competitors were much better at keeping in touch with clients)
  2. Inconsistency in their pricing - their market led approach of reducing prices during quiet times had backfired as customers felt overcharged when they paid standard rates.

Customer survey case study #2

Industry: Property and business services

A competitive market had led to much innovation in product development, good support systems and well trained staff, but the organisation was still not getting the volume of business that the CEO felt that they deserved from their market share.  A Customer Satisfaction Survey was implemented with two focus groups to flesh out the quantitative survey findings.


Clients consistently cited call waiting times as a reason that they used alternative suppliers; saying that it was embarrassing to wait for an answer when they had a customer on the other line. This problem was rectified within weeks and 6 months later volume of business was on the increase.

Customer survey case study #3

Industry: Manufacturing

This manufacturer had done some homework and found a gap in the family market for breakfast cereals. However after developing a new product, retailers had not given the volume of orders that they had expected.

A Customer Satisfaction Survey was conducted to retail purchasers and simultaneously external consumer focus groups were run and product sampling were undertaken.


The Customer Satisfaction Survey revealed feedback from retailers combined with consumer research to conclude that parents were not buying the cereal as children were refusing to eat it as it was not sweet enough. The manufacturer responded in two ways:

  1. Changed the marketing campaign for the first brand which stressed the healthy benefits but illustrated the product could be sweetened with sugar/honey.
  2. Cost effectively launched a second sweeter cereal based on the R&D of the first

Customer survey case study #4

Industry: Property and business services

The organisation had made many improvements, but had moved from being a preferred supplier of corporate fleet managers to "within the top 5".They knew that the cars were better than rival companies, their prices just as competitive and that they provided a reliable service.

The organisation conducted a Customer Satisfaction Survey and found that more importantly was the attitude of call centre staff who did not read from a script and therefore were sometimes perceived as sounding unsure of the procedures when speaking to clients. This reduced client trust in the service offering and often lead them to choose an alternative supplier.


The organisation introduced a range of measures, but most importantly provided their call centre staff with more training and support.

Customer survey case study #5

Industry: Government

A decade of customer surveys conducted by telephone failed to capture non-English speaking members of the community despite it being multi-cultural. The use of translated paper surveys plus focus groups were suggested to obtain feedback from the two largest minority groups, who were historically difficult to include in the Customer Satisfaction Survey due to language barriers.


Focus groups, conducted in participants' language of convenience, allowed the Customer Satisfaction Survey to achieve the highest representation of its two largest minority groups in its history, and provided the Council with more reliable results with respect to perceptions of its services and community satisfaction.

Customer survey case study #6

Industry: Telecommunications

In the fiercely competitive and commoditised telco sector, the product marketing team needed to test the viability of new bundles for business customers. They had to establish a point of difference and also tap into what clients valued most. They were really interested to test pricing too.


The organisation ran a customer survey with business customers and also had a drinks session. They not only obtained great feedback from the customer survey for product development but also established deeper and more informal client relationships in the drinks session. The business clients revealed in the customer survey that they felt valued as we'd bothered to ask their opinion. They also gave the feedback that they were willing to pay more for certain services and gave some new ideas that could be marketed as points of difference.

With this customer survey feedback it was then easy to win approval and support from the IT team for development and from the executive group for the budget.