A FTSE 100 packaging company wanted to cultivate positive, lasting relationships with both its current and prospective customers through Voice of Customer Research
Objective
The global company aimed to enhance the overall customer experience. Their goal was to identify the critical drivers of satisfaction and challenges both current and potential clients faced at various phases of their interaction with packaging suppliers. Moreover, the company aspired to grasp the nuances of marketing teams’ interactions with these suppliers to prioritize their needs.
Why Phronesis
- Phronesis has a history of partnering with numerous packaging companies, having undertaken projects such as digital packaging surveys, voice of customer (VOC) research, assessments of PET packaging suppliers, and formulating buyer personas to identify key client segments and sales strategies.
- The Phronesis team consists of seasoned subject matter experts proficient in engaging respondents in deep and thought-provoking discussions.
Approach
Phronesis leveraged an integrated research approach combining quantitative surveys with in-depth expert discussions to gather robust and data-driven insights.
We systematically collected data-driven intelligence using primary research, reviewing questionnaires, and creating web scripts. We then conducted interviews with senior marketing professionals gathering comprehensive information on the following topics:
Key Research Areas:
Suppliers’ engagement with marketing
- Explore the types of suppliers marketers collaborate with.
- Assess the significance of packaging and innovation for marketing activities.
- Investigate experience with primary or secondary packaging suppliers.
- Explore the decision-making processes for new supplier selection and engagement.
- Understand the influence marketing has on supplier selection and collaboration levels.
Dynamics of supplier relationships
- Identify the key drivers and barriers in successful supplier relationships.
- Investigate the pain points and gaps in supplier interactions.
- Analyze the challenges faced when dealing with multiple suppliers.
- Identify the ideal attributes sought in new packaging suppliers.
Expectations in the customer journey
- Investigate customers’ early-stage expectations and key selection drivers.
- Identify the KPIs in existing relationships.
- Understand strategies for stronger partnerships and value creation.
- Examine opportunities for future collaboration and supplier involvement in developing marketing messaging.
Outcome
The Voice of Customer Research findings helped the company understand their customers’ expectations and pain points when working with packaging suppliers. These insights enabled them to make targeted improvements to their customer engagement strategies, product offerings, and service delivery, resulting in improved levels of customer satisfaction and more robust, meaningful relationships with their clients.
