Genpact has extensive experience in setting up loyalty research programs for clients that include both business-to-business (B2B) and business-to-consumer (B2C) customer loyalty studies. Our experience has taught us that B2B customer relationships are at least as amenable to proactive loyalty management as B2C ones. In B2B, though, there is frequently a multi-layer relationship structure, and hence, a greater need to differentiate among strategic/decision-maker contacts, influencers and implementers/operational contacts within a customer organization. Bottom line: Our clients know querying the right customer contact groups not only yields the right loyalty score, it also helps clients assign the proper qualitative weight to that score.
We begin by designing a Customer Loyalty Insights program. Program implementation is further facilitated through distribution of a highly customizable Playbook, which encapsulates the wealth of our prior B2B and B2C loyalty-research experiences. Clients also benefit from access to our web-based survey platform, which ensures faster, smoother survey-response solicitation and compilation. Our proven, program-building process can be summed in 4 keywords: “Measure,” “Analyze,” “Monitor” and “Act.”
Managed over 20 loyalty studies for a major insurer in a year’s time, and boosted Loyalty scores from 28% to 37% within a period of 18 months. Conducted a Loyalty Tracking study for a Fortune 500 consumer electronics company that featured a combination of face-to-face and computer-assisted phone interviews in 15 languages to query channel-partners across four continents; this study helped the business understand the category drivers for loyalty across countries and helped them benchmark against the best-in-class companies.