Market in View was challenged with determining the impact that receiving written communications, which educate customers on the company’s activities, has on customer’s opinion. This large, quantitative tracking study compares data from those who receive the communications to that of the control groups. Insights identified potential lift that the communications initiative has on customer’s perception of the service and the provider.
|completion date:||January 2014|
|the approach:||Internet-based interviews were conducted in multiple markets among customers who received the written communications and different segments of control groups. Emphasis was placed on specific markets, and subgroup quotas within markets were imposed to insure the respondent mix met the client’s direction. Market in View evaluated numerous attributes surrounding recall of the communications, impact, action taken, the opinion of the service, and willingness to recommend the service and the provider.|
|the results:||By capturing and measuring the opinions and perceptions of the customers receiving this written material, and the ability to compare results to a control group, insights were gained to determine the perceived value of the communications. Detailed analysis for each of the components of the communications program revealed the strengths and weaknesses associated with the specific campaigns. Market in View quantified the positive impact the communications have on key measures, leading to initiatives that will improve the opinion for both the service and the company.|