NET Vision:

A Brazilian-based company providing cable television and other telecommunications services to more than 1.5 million subscribers, NET serves a large and diverse customer base.With 41% of the market share, NET values the importance of satisfying their customers and building loyal relationships. However, before working to actively measure customer satisfaction, NET viewed it as an intangible aspect of their business. They turned to EP Escritorio de Pesquisa Eugenia Paesani and the Walker Information Global Network to provide a well-defined process and sound methodology for measuring and managing customer satisfaction. What’s more, they sought to transform the results into action by improving their business decisions and building loyalty among their customers.

WGN Solution:

Working with EP, a Global Network partner in Brazil, NET measures customer satisfaction on an ongoing basis. Interviewing more than 14,000 customers, EP conducts an annual Customer Relationship Assessment with tracking on a monthly basis. In addition to looking at their survey results, NET uses benchmarking information from Walker Information’s normative database. Comparing their customer satisfaction scores against other telecommunications companies and to those of other Brazilian companies, specifically in each city where they operate, NET can competitively assess their strengths and weaknesses.

NET not only uses the survey results to improve their products and services, they also have established a bonus compensation program that promotes accountability throughout the organization. At NET, 25% of the bonus calculation is based on customer satisfaction measurement scores. Quantifying customer satisfaction helps keep a strong and real focus on the customer and recognizes those employees who work hard to satisfy their customers. What’s more, employees can use the results tactically to improve daily tasks and processes.

The Impact:

Developing a measurement program to quantify and act on customer satisfaction information has helped NET make a number of important changes, resulting in more satisfied customers. The results have helped guide improvements in products and services and in delivering the right product or service to the right customer. Conducting a number of critical work sessions to initiate change based on customer feedback, NET has already improved the billing process, experienced growth in programming and content offerings, and built an online web center for contact purposes based on subscriber input. In addition, they have applied their customer churn model to the loyalty matrix results to estimate and prepare for churn. They also have used the customer satisfaction information as a financial index for financial analysts and shareholders. Capitalizing on feedback from customers to make changes, motivate employees, and measure their business, NET has used customer satisfaction measurement to make a significant and positive impact on their overall business success.

Quote:

The CRA methodology has awarded NET with an increased knowledge about the customer basis – their needs, desires, and expectations. That is essential for retaining and valuing clients, thus helping us guide the efforts and directions of the company. Emphasis is given to relationship and charming actions.