Semiconductor Voice of the Customer
Our client, a leading semiconductor manufacturer, aimed to gain a deeper understanding of their customers’ satisfaction and experience with their products and services through a comprehensive Voice of the Customer Diagnostic Study. This study was designed to identify the key drivers of customer satisfaction and loyalty, with the goal of developing a hypothesis for how customers may behave in the future.
Our tailored research design approach addressed specific business questions related to the customer’s needs, focusing on their perceptions of key competitors in comparison to our client. We prioritized critical areas of the relationship and used a role-based survey approach to provide a relevant and streamlined survey experience, capturing the customer’s individual voice. Open-ended questions were used to enhance the value of input on specific metrics, including comparative examples when a competitor was rated significantly better.
The research provided the client with valuable insights into specific areas for improvement in their fabrication lines, sales, and support services that had the potential to enhance customer satisfaction, loyalty, and referrals. The analysis also identified different types of customers, including “Secure,” “At-Risk,” and “Swing” customers, enabling appropriate actions to be taken to address their specific needs. The study was conducted on an annual basis, allowing the client to continuously monitor and improve their customer experiences.
