Case Study - Kraft Foods

Kraft approached Customer Service Network with a common problem with customer satisfaction surveys.

They had a process in place that was providing a huge amount of data. In fact, they received a 60+ page document every quarter with the results cut any and every which way they could be.

The problem? It was very hard for Kraft to turn this data into meaningful and actionable insights. In fact, it took one member of staff at least two weeks of every month to convert the \'report\' into a summary that could be used in presentations to the rest of the business.

In the busy world in which Kraft, and every other organisation, operates, there is simply no time or resource available to deal with this kind of data. Like many other organisations, the data is collated, analysed and then sits on a shelf whilst everyone does their day job.

CSN were able to help by providing the next step.

Because of our experience in providing customer perception measurement solutions to organisations of all shapes, sizes and sectors, we were able to help Kraft to make more from their customer service measurement.

Although not changing the basis of the existing process (telephone surveys to around 500 customers each quarter), CSN were able to add a number of improvements:

• Research to understand what was really important to customers
• Redeveloped surveys designed to get the information Kraft really need to operate their business
• Coding of all customer comments to create priority lists on negative issues effecting the customer\'s experience
• Reports and presentations that concentrate on the added value opportunities rather than providing just numbers

Because Kraft already have access to the numbers and view them on a daily or weekly basis, there is little advantage to CSN telling them what they already know. Instead, we focus on digging into the data to understand what the feedback is really saying and what changes could make a noticeable and significant difference.

This allows Kraft\'s people to spend all of their time working on solutions that customers get benefit from. By receiving actionable insights from CSN they can immediately make changes to processes or put plans in place on longer term issues.

The obvious benefit is that customer feedback is turned onto action quickly, further increasing positive perception about Kraft and reducing phone calls, complaints and problems too.

July 2007