INDUSTRY
Healthcare for pets
DELIVERABLES
Customer experience strategy
Drivers model (for NPS lift)
Frontline staff training aids
CLIENT NEED
A chain of more than 800 veterinarian practices with growth through acquisitions, our client had begun fielding a centralized satisfaction survey used by individual offices for operational feedback and management, but it lacked strategic insights. Regional results varied dramatically with clear leaders and laggards.
Client had a robust data set of customer survey results used for operations feedback but which lacked strategic insights.
Included in the data set were more than 100,000 open-ended comments from customers about the office visit experience (reasons for NPS score). Little use was made of this “unstructured data.” Yet this kind of feedback represents a data gold mine to unearth what “pet parents” care about most.
OUR ROLE
The CX lead brought Dreyfus Advisors on board to evaluate the data, design a market research analysis and deliver strategic insights with particular focus on the open-ended comments.
Dreyfus Advisors’ analysis uncovered patterns and themes…and used proprietary AI tools to create an NPS drivers model.
We first analyzed the quantitative results beyond office and regional averages, evaluating satisfaction by age of customer, type of pet, loyalty program participation, and trends over time. We uncovered patterns that revealed certain groups were more satisfied than their counterparts. Using proprietary Artificial Intelligence tools from our partner (Odin Answers), we then created a multi-variate regression model to calculate the incremental NPS points (positive or negative) for each topic when mentioned in the open-ended comment.
Company leadership was able to create an evidence-based understanding of customer acquisition and retention, and specific goals were created to lift NPS in the upcoming year.
THE RESULTS
With strategic insights we developed a common understanding of what drives client engagement and retention backed by evidence rather than each leaders’ opinions. They’ve also used the results as a resource for front-line employee training.
We update this study annually, tracking and trending drivers of NPS. We learned the pandemic has changed customer expectations and priorities in pet healthcare. The Client has held its excellent NPS levels throughout the pandemic and beyond and creates best-practice trainings to improve the customer experience based on study results.