Simple Competitive Benchmarking with Wide-reaching Impact for an Established Brand

Our client sought to benchmark their brand and offerings against key competitors from the viewpoint of both current and prospective customers. They needed insights to:

• Gauge awareness levels and usage patterns of competitor products
• Measure the likelihood of recommending, along with reasons for ratings, to create a base for future benchmarking
• Understand differences by customer segment, market, and facility type to best tailor commercial efforts to unique customer types

We leveraged quantitative research to gather actionable insights. This included:

• 10-minute quick-but-effective online survey among 1,000 current and prospective customers to capture essential benchmarking data.
• Net Promoter Scores (NPS) were used as means to compare performance and brand loyalty in relation to competitors.

The implementation of this strategy provided:

• Established a benchmarking system to track competitive performance metrics
• Created a mechanism for managing market dynamics by understanding the key drivers influencing NPS they could actively address
• Tailored segment-specific strategies to address unique customer challenges across relevant markets