Customer driven business improvement at CQM

CQM is a data science consultancy firm specializing in statistical and mathematical optimization.

Expertise used:

Customer experience
Employee experience

What’s in it for CQM?

By measuring the satisfaction of their customers, CQM gained insight into how their services are perceived and where potential areas for improvement lie. They used this information to adjust their marketing strategy and optimize their internal processes. Seeing the positive feedback from customers also served as a strong motivation for their employees.

Used tools:

Email surveys

Data visualization

23plusone®

Customer Satisfaction

Since 2019, AlphaRainbow has conducted two customer satisfaction surveys for CQM. CQM wanted to assess whether their customer satisfaction aligned with their perception and whether it had subsequently improved.

AlphaRainbow sent invitations to all clients, asking them to evaluate CQM. The data was analyzed to develop targeted, concrete improvement actions. You can read more about our approach here.

Both surveys were small-scale, with CQM being highly involved. This is evident in the results; they achieved a high response rate and improved compared to the first survey. In the recent survey, 43% of the clients provided feedback, providing a good indication of customer satisfaction.

"AlphaRainbow can easily translate customer insights into concrete (marketing) activities to maximize benefits."

It was quite logical for CQM to choose AlphaRainbow, as AlphaRainbow was initially a client of CQM. Therefore, the decision for CQM to conduct its own survey was quickly made. CQM wanted to objectively assess how their clients perceived them and identify areas for improvement. Additionally, they saw this as an opportunity to demonstrate the value of their employees, known for their objectivity and perfectionism, by providing them with concrete evidence of their contributions.

Response rate CST

Response rate ESS

Emails sent

Karlijn

Marcom Manager CQM

AlphaRainbow and we have a pleasant relationship. No-nonsense, open, and honest with mutual respect for each other’s expertise. We speak a similar language. Like CQM, AlphaRainbow places great value on making decisions based on data. What they add is a bit of marketing knowledge and experience. Through that addition, they have really helped us move forward!

And yes, we do recommend AlphaRainbow to others. The pleasant way of working together (good guidance, clear agreements, and short lines of communication) and the added value of the proven approach are the main reasons.

After presenting the results, CQM was able to take concrete steps to improve their service. The company used the insights to more precisely shape their marketing communication objectives by developing a brand story and positioning pyramid. Furthermore, the motivations behind customer ratings were shared internally to give team members a clear idea of what customers value. Additionally, CQM organized improvement sessions, resulting in concrete action points such as adjusting the company logo to reflect their high customer satisfaction score.

Marco Strijker

Project manager’s perspective:

I found it very pleasant to work with CQM. They are highly engaged and interested in the process. Their involvement is evident in the enthusiasm with which they genuinely improve collaboration with their clients and cherish their employees. This is precisely why they excel. We saw an 11% jump in response rate compared to last year, and the majority of employees would recommend CQM as an employer.

Employee Satisfaction

AlphaRainbow conducted an employee satisfaction survey for CQM. In previous years, satisfaction had been measured, but the turnout was low, and the questionnaire was inefficient. What made this survey unique was the 100% response rate, providing a good cross-section of results. The survey provided a clear picture of how CQM employees felt about their employer and identified areas for improvement. Additionally, an internal positioning study was conducted to assess how employees perceived CQM.

The survey revealed that employees at CQM are highly satisfied and proud of CQM. AlphaRainbow reported the results along with a number of concrete improvement actions.

The results speak for themselves:

● The NPS increased by 9 points.
● The response rate increased to 43%.
● 100% of the employees completed the survey.
● Results were communicated back to 55% of the clients.

Curious? Request a free demo!

Try our demo for free, no obligation!

About CQM

CQM solves complex problems using data science, statistics, and mathematical optimization. Whether it’s about planning or logistics, or product and process innovation. CQM simplifies complex decisions and provides practically applicable intelligence for challenging issues. AlphaRainbow has been working with CQM for over four years and can call them a partner in the field of smart data.