Customer Research - Telephone Research

Objective
A digital television provider wanted to measure satisfaction amongst its current customers and the reasons for cancelling amongst those who have ended their subscription.

Method
Semi-structured telephone interviews were conducted. Where possible, questions remained constant to allow comparison amongst the two groups.

Results
The findings provided actionable results which enabled the client to tailor their customer service programme towards the needs of their customers. Data from the second study was used to enhance services in an attempt to reduce the number of cancellations.