Getting closer to customers with insight designed to predict business success.
“Through our partnership with Motif we have been able to drive real change in our customer focus, the loyalty model has given stakeholders the ability to tangibly link what our customers say and feel with how we focus our customer improvements and design our products and services. We value it as a vital input into strategic decision-making and, as a result, there’s a real thirst to hear the voice of the customer across the organisation.
The excitement and focus in the business only grew when our work with Motif won the 2020 Market Research Society Award for Best B2B Research which was great recognition for the real impact we’ve seen. ”
— Suzy Golding, Head of Customer Experience, The City & Guilds Group
City & Guilds is on a mission to become more customer centric. Thanks to new loyalty insight, its stakeholders now have a better way to predict future behavioural change and commercial impact.
THE CHALLENGE
City & Guilds is a leader in global skills development. The organisation wanted to drive continual customer experience improvement through a group-wide, customer centric approach. It was essential to get closer to customers – end-learners and partner organisations – and to understand their needs better. But more insight was needed to connect customer experience feedback with actual business activity and performance.
OUR SOLUTION
We started by talking to end-user stakeholders, showing them how they could benefit from relevant and improved insight and action. A new customer experience programme was developed, with Motif’s loyalty framework and analytics at its heart.
We created distinct and relevant attributes for City & Guilds linked to the 5 Loyalty Building Blocks, which have demonstrably improved prediction for future commercial success. These are measured through regular customer interviews across each of the organisation’s six specific brands.
BUSINESS IMPACT
City & Guilds now has a much-improved view of the priority areas for customer experience improvement, building loyalty, and driving advocacy and revenue growth.
Stakeholders have described the new loyalty framework as ‘a gamechanger’. Combining loyalty analytics with City & Guilds’ financial data meant Motif could identify the financial benefit of increasing loyalty.
Wondering about how to build loyalty for your brand? Asking yourself if there are other approaches out there to use insight to better predict business outcomes? Please get in touch to find out more!