SITUATION

Struers, a leading global engineering and manufacturing company that sells advanced technological equipment (materialographic and metallographic equipment) in a B2B market, started working focused with customer centricity for a number of years. Struers launched its own CX programme, but after five years in operation, customer satisfaction and the resulting loyalty were not developing as much as desired, and the response rate for the various customer satisfaction surveys was low. Something had to change.

SOLUTION
A wish for a CX 2.0 approach emerged, and Loyalty Group was brought in early in the project’s design phase. Loyalty Group could therefore contribute with well-documented experience to Struers – and in this way ensure cost-effective design, planning and execution of the rest of the project. Struers and Loyalty Group then created a well-developed and prioritised catalogue of ideas for the CX 2.0 work.

RESULTS
Struers gained a structured overview of relevant, value-creating focus areas in the produced catalogue of ideas, and customer insight was optimised as a result of improved questionnaires and reporting formats. The improved employee involvement, at headquarters and in the individual markets, led to a greater understanding of the importance of creating optimal customer experiences.