Customer Loss Review
NBRI was retained by a national chain of entertainment properties to understand the psychological constructs of its customer base. Revenues for the properties had been steadily declining over the previous year and a half, although the business was steadily attracting new clients.
NBRI recommended the use of a customer loss review survey because of its ability to provide greater insight into the specific weaknesses affecting the organization. The data would likely reveal some key flaws that had gone unnoticed. The survey was deployed by telephone to a stratified random sample of former customers. NBRI was able to obtain a 99% confidence level, which meant the data gathered truly represented the thinking of the entertainment property’s former customers.
NBRI’s ClearPath Analytics provided targeted insights into the thinking of the target population. The root cause driving down customer’s intent to return, customer loyalty, and customer satisfaction was “wait time.” Following NBRI recommendations, swift interventions to the root cause were put into place. Within only three months following the analysis of the customer loss survey results, the scores of all items driven by the root cause were performing as strengths, at or above the 75th percentile of the NBRI Benchmarking Database. By taking swift action on the data, the client was able to secure the satisfaction of its current customer base while curtailing the losses incurred in the previous months.