Semiconductor Voice of The Customer: Improving Development, Fulfillment, and Customer Experiences
Our client, a major semiconductor manufacturer, wanted to develop a comprehensive Voice of the Customer Diagnostic Study (VOCDS) to gain a better understanding of its customers’ overall satisfaction and experience with its products and services. This included understanding key drivers of customer satisfaction and loyalty at granular levels with the ultimate goal of developing a hypothesis for how customers may behave in the future.
We delivered a tailored research design approach (not a CSAT boilerplate) to answer specific business questions relative to the customers and their needs. The design focused on customer perceptions of key competitors in comparison to the client’s organization. The design prioritized the areas that were most critical to their relationship with our client in order to provide a relevant survey experience that captured their individual voice.
Applying a ‘roles-based survey’ approach – where respondents selected certain “modules” that aligned with their area of knowledge – provided a streamlined survey experience and more accurate results because customers were speaking from their point of expertise. Open-ended questions to further understand their rationale was used to enhance the value of input on specific metrics including understanding comparative examples when a competitor was rated significantly better.
This research allowed the client to identify and target areas of improvement for specific fabrication lines, including related sales and support services (sales, fulfillment, etc.) that had the most potential to drive satisfaction, loyalty, value, and referrals. Analysis at the customer level also identified “Secure”, “At-Risk” and “Swing” customers so appropriate actions could be taken. The study was repeated for several years and enabled the client to maintain an ongoing ‘pulse’ of customer perceptions and understanding of how to best focus efforts to improve client experiences.