How Promega achieves better results by gathering better insights

Promega, a global leader in life science research solutions, faced acritical challenge: How could they deepen their understanding of customer needs to strengthen loyalty and improve their services?

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What’s in it for Promega?

Known for delivering innovative products, Promega wanted to ensure they were not only meeting but anticipating customer expectations. To address this, they partnered with AlphaRainbow Marketing to gain valuable insights and develop actionable strategies.

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Gaining a better understanding of customers through customer surveying

Promega’s commitment to excellence had always been evident, but they recognized that in an evolving scientific landscape, staying
connected to customer needs required deeper insight. With AlphaRainbow’s guidance, Promega began a thoughtful and structured
effort to better understand their customers and identify the key drivers of satisfaction.

The survey results highlighted Promega’s strengths. Customers praised the company for its high-quality products and reliable service,
frequently mentioning the competence of the team and timely deliveries. However, some areas for improvement had emerged: affordable pricing, faster response times, and raising awareness of innovative product lines. These insights painted a clearer picture of customer expectations and opportunities for growth.

From the analysis, AlphaRainbow identified five concrete actions to prioritize:

Sustainability: Customers valued Promega’s environmentally responsible efforts but wanted more visible communication about these initiatives.
Quick repairs of instruments: Ensuring fast and efficient repair services emerged as a critical driver of satisfaction.
Innovation support: Customers sought practical resources to keep up with scientific advancements, including webinars, white papers, and tools for emerging applications.
Promotions: More targeted and relevant promotional offers, such as loyalty programs, could enhance customer relationships.
Training programs: Accessible and tailored training resources are crucial for helping customers.

Gijs Jochems

General Manager Promega Ibérica

“The insights from our recent survey with AlphaRainbow are pivotal. They guide our marketing strategies, enhancing our customer relationships and service excellence in the dynamic life sciences sector.”

Feasible next steps

AlphaRainbow organized a collaborative workshop with Promega’s team to explore these insights and develop a set of actionable next steps. The workshop brought together diverse perspectives within Promega, creating a shared understanding of customer priorities and aligning on strategies for improvement. This process provided Promega with a clear roadmap for enhancing satisfaction and maintaining compliance with ISO certification requirements.

Promega’s decision to engage deeply with customer feedback demonstrates their commitment to excellence and continuous growth. Their partnership with AlphaRainbow highlights how structured research, combined with actionable insights, can create new opportunities. Companies seeking similar results will find that understanding customer drivers and creating tailored strategies is a powerful way to
stay ahead in competitive industries.

About Promega

Promega Corporation is a biotechnology company headquartered in Madison, Wisconsin (USA). The company develops and sells reagents, instruments and technologies for the life sciences/molecular biology sector. Their products are used in research laboratories, forensic laboratories, the pharmaceutical industry, clinical diagnostics, and in environmental or agricultural research.