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Paint Study
Background
Our client is a supplier of paint dispensers, paint shakers, and software. Its customers are from the paint industry.
Research Objectives
The aim of the study was to obtain information on customer satisfaction. Information such as likelihood of recommendation; most important characteristics; areas of improvement; and competitors were collected. Then, the results would be used to improve their products and services so as to improve satisfaction levels.
Approach
The study was conducted through 27 phone interviews using a questionnaire that made use of the following techniques: net promoter score to reveal customer loyalty, and unaided competitor brand awareness to reveal most salient competitors which may potentially be used by customers as benchmarks. The respondents were customers and channel partners of our client, and they came from 23 unique companies.
Findings
Our client was regarded favourably and superior to their competitors based on the net promoter score. ‘Product quality’, ‘customer service & technical support’ and ‘value for money’ were the 3 top valued characteristics rated by customers. Overall, our client was generally well rated in all key areas identified in terms of satisfaction.
Application
Our client used the information collected from this study to better position themselves in the market to capture a larger market share. Our client also further improved on the 3 most important characteristics identified in the study to further increase customer satisfaction. Lastly, our client can monitor their competitor’s strategies and come up with counter strategies, so that they will not lose out against their competitors.
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