CASE STUDY: Invensys fine-tuned its customer research to unlock its competitive edge
Customer relationships have always been at the heart of Invensys Controls’ (IC) B2B marketing strategy. Having invested six years in a series of B2B customer relationship research studies with global research agency, Harris Interactive, there wasn’t much the company didn’t know about where it sat in the global marketplace, how customers rated its performance, and what that meant in terms of customer loyalty.
However, IC’s commitment to advancing its competitive edge through the measurement of customers’ relationship health took a turn for the unexpected when it introduced new survey metrics to its most recent study. This led to some fascinating insights, and a shake-up of internal and external initiatives to support the achievement of driving profitable growth throughout the organisation.
Researching the metrics
As a leading provider of components, systems and services used in appliance, heating, air conditioning, commercial cooking/refrigeration and residential thermostat products, IC has a global reach with around 7000 employees worldwide.