Case Study Transportation Company Better Understands Its Customers
After a period of rapid growth, a regional transportation company realized it could
be the premier company of its kind in the area it served. But it needed to maintain solid
relationships with current customers while it attracted new customers away from the
competitors. The company wanted honest feedback from its customers about their level of
satisfaction and about their future needs.
What PCG Did
PCG planned and executed a series of focus groups with representatives from key
customers. We designed sessions to get feedback on a variety of topics from all the
attendees, as well as provide time for issues on the customers minds. PCG structured
the discussion so that each person was heard, and all comments were documented. We then
held a debriefing with the company executives immediately after the sessions.
In a very short timeframe, the company acquired invaluable market research
information about the services their customers needed and how competitors offered these
services. It received constructive advice about how to improve service and add value to
customers. The company strengthened its relationship and credibility with its customers,
because the customers saw that the company was committed to their relationship.