Utopia Image: a case study in customer relationship

Case Study Context

A Canadian Telecommunications company wanted to implement a process that would provide a better understanding and control of the customer relationship elements that needed improvement. This company did not have any tools or processes in place to measure in real time the various reasons why clients were not satisfied following a technician's visit. The goal was to offer continuous training to its technical teams.

Mandate

The company gave Utopia Image the mandate to continuously evaluate the quality and efficiency of the installations and repairs executed by its technical teams (employees and subcontractors).

Strategies used

Utopia Image undertook a complete analysis and discovered several flaws involving the customer experience. For example, no customer follow-up was made, which prevented a quick response time to deal with customer complaints. Utopia Image suggested a detailed, structured method to remedy this, thus going beyond their mandate.

By systematizing the relationship with the company's clientele, Utopia Image implemented a highly efficient procedure based on proactivity. It changed internal practices in order to solve the problem at the root. This strategy was developed using the following tactics:

• A call to customers following an installation or service repair to ensure their satisfaction with the technical staff;
• A quick follow-up including efficient and targeted questions to evaluate certain aspects of the visit;
• Personalization of the UI Contact Portal to structure the results obtained by technicians, subcontractors, regions, product types, problems, etc.;
• Collection of results in real time (i.e. when the follow-ups are made by our advisors, the collected data is available immediately through our UI Contact Portal);
• A quantitative evaluation of the customer's experience;
• A quicker intervention to remedy cases of dissatisfaction:
• includes the implementation of a process during follow-up calls to provide a quicker response to clients experiencing problems with their services;
• proactive execution: the Utopia Image team makes a follow-up call to the customer, discovers a problem and solves it quickly. This allows for anticipation of the customer's needs by giving them a solution without the need for them to make a call!
• Proactive action plans through a systematized follow-up;
• Forwarding of weekly reports detailing the reasons for customer relationship dissatisfaction. These reasons can be sorted according to questions, technicians, subcontractors, regions, work types, etc.:
• For example: 60% of the clients during a given week responded that the technician's technical knowledge was insufficient. However, 50% of the dissatisfaction was linked to a specific subcontractor. This discovery enabled the company to put an emphasis on the problem in a precise way.

Result

Utopia Image was successful at not only improving the company's customer relationship and loyalty but also increasing the quality of its services considerably. Thanks to the UI Contact Portal, the telecommunications firm has been able to focus its efforts on problem resolution instead of dwelling on generalities. Moreover, their subcontractors are henceforth more aware of their responsibilities, as their performances are continuously evaluated. Thus, the objective of improving customer experience concretely has been achieved.