What makes customers (un)satisfied?
Liebherr-Werk Nenzing GmbH is part of the Liebherr Group and one of the world’s leading manufacturers of construction machinery. Its product portfolio ranges from crawler cranes (up to 300 tons S.W.L.), hydraulic rope excavators, and piling and drilling rigs to digital solutions that network machines and thus optimize processes on construction sites. As an innovation leader, it is particularly important for Liebherr Nenzing to understand customer expectations and problems in order to continuously optimize its range of services.
Our mission
- Development of KPIs for a systematic measurement of customer satisfaction and its change
- Implementation of customer satisfaction measurement in all core markets of Liebherr Nenzing
- Derivation of measures together with internal decision makers to increase customer satisfaction
Photo: Liebherr-Werk Nenzing GmbH
Project Facts
Client
Liebherr plant Nenzing GmbH
Branch
Mechanical engineering
Topic
Customer satisfaction
Country focus
Worldwide or core markets
Languages
German, English, French, Spanish, Portuguese, Russian, Turkish
Method
Online and telephone survey
Sample
Decision makers
Periodicity
Every 4 years (2015, 2019)
“We need KPIs that regularly and reliably give us a mood picture of how satisfied our customers are with our company and services compared to the competition. This information helps us to continuously improve and offer added value to our customers.”
– Project Manager, Liebherr Plant Nenzing –
Our approach
- Combination of qualitative and quantitative methods
- Conducted online and by telephone
- In all core markets with different decision makers
To measure customer satisfaction at Liebherr Nenzing, we rely on a combined approach:
(1) Online survey with predominantly closed questions.
(2) Qualitative interviews for a deeper understanding of the satisfaction drivers along the customer journey.
In this manner, we ensure that the insights gained are reliable and accurate (many respondents and standardized questions as well as answer options) as well as depth of detail (intensive narration of experiences along the customer journey).
To interview decision-makers in all core markets in a valid manner (i.e. without language barriers), we rely on native-speaking interviewers. These individuals receive intensive interviewer training and are equipped with detailed background knowledge about companies and products.
Photo: Liebherr-Werk Nenzing GmbH
Results and consequences thereof
Special analyses as well as results presentations provide a quick and easily interpretable overview of the following strategic information:
- Development of customer satisfaction at overall company level and in comparison with competitors
- Performance criteria in comparison with competitors
- Development of satisfaction for individual series and markets
- Critical phases of the customer journey – those with a particularly high number of positive and negative customer experiences
- Measures to increase customer satisfaction
- In addition, the company receives anonymized quotes from the interviews, which additionally reflect the emotional component as well as the customers’ O-tones.
“IMARK was a conscientious and imaginative partner for us, from conception to execution to the development of strategically relevant measures.”
– Iris Haltmeier, Strategic Marketing & Communications –Â
