To conduct this detailed analysis, we first analysed existing customer research data, understood market conditions and interviewed senior stakeholders. During this time, local champions in seven European markets were identified to liaise with the core team and set up in-depth country interviews with the field force and customers. We then interviewed these internal staff and customers, conducting over 100 in-depth interviews.
We identified areas of strength, as well as 18 clear areas of improvement following over 100 in-depth interviews with customers and internal staff from seven European markets.
Our primary recommendations centered on management of product supply disruptions, clarity on commercial policy, brand reinforcement and business education provision for customers.
In addition to the focus areas, we provided implementation guidelines on the primary recommendations, which if realized could result in a 4% increase in market share points.
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