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Covad Communications
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In
an effort to better understand the Voice of the Customer as
well as to capture new
market opportunities, Covad retained Progrexion to manage all
of its primary research
initiatives. The research tasks were many and ongoing, but included
internal interviews,
online surveys, telephone surveys, paper surveys, focus groups,
quads/triads, in-depth
interviews, in-home experiential studies and “mystery
shopping,” and live intercepts.
The studies resulted in substantial and regular executive-level
presentations surrounding
customer lifecycle improvements, pricing models and acceptance
forecasts, new product
development, customer satisfaction and loyalty indexes, advertising
effectiveness,
branding and positioning, customer service and service installation
changes, and optimized
sales methodologies. |
