CASE STUDY

Redefining the Customer Experience to improve Customer Retention

Our client, an international logistics operator for B2B logistics, was struggling with high customer churn. Significant customer dissatisfaction was due to product quality issues, combined with a lack of proactive customer service & communication. We were asked to co-create a roadmap to significantly improve the customer experience & help implement different initiatives to successfully improve service levels. 

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Strategic COntext

Fast-changing market conditions due to modal shift & global supply chain issues

Heavy competition from both smaller & bigger players in the market

Limited pricing power & outdated industry standards lead to low flexibility & profitability 

Challenges
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Challenges
  • External disruptions to production impacted customer satisfaction. 
  • Lack of internal processes led to longer lead times & a deficient information flow. 
  • Increased level of customer complaints without effective follow-up. 
  • All-time low output and significant customer churn due to subpar customer experience pointed to system failure. 
Objectives
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Objectives

Our objective was to re-think & drastically improve the customer experience for our client’s customers, as well as to measure customer satisfaction to actively steer where needed. 

  

Our objectives were centred around 4 key building blocks: 

  • Digital tools & self-service enablement 
  • Standardizing approaches for customer interactions 
  • Improving internal admin quality to avoid setbacks 
  • Customer segmentation, prioritization & feedback
Our approach
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Our approach
  • Starting from a map of the various customer-related processes, the key pain points were defined through a workshop-based approach. 
  • Findings were validated & enriched through customer interviews. 
  • Defining a roadmap with multiple initiatives, capturing quick wins while focusing on long-term improvements. 

Key initiatives:

  • Weekly measurements to monitor customer satisfaction 
  • Process for customer incidents, complaints & escalations set up, incl. tool development. 
  • Customer segmentation methodology & differentiated service levels defined & implemented. 
  • Controls for admin processes set up to proactively avoid future issues by analyzing past errors, incl. reducing the backlog of outstanding issues. 
  • Implementation & roll-out of the customer portal, allowing customer self-service for basic tasks. 
  • Process set up for customer-based prioritization of operations in case of constraints. 
Results
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Results
  • Successfully enabled self-service for key customers in a controlled roll-out of a new customer portal.
  • Reduced internal admin errors by ~50%, leading to fewer operational issues and faster cash-in. 
  • Implemented an integrated process for customer segmentation, prioritization & feedback to enable correct day-to-day decisions in line with the company strategy. 

Leading to an increase of >40% in the customer satisfaction score and a significantly decreased level of customer churn, despite large price increases passed on to the customers during the project.