ANALYTICS
ICM was approached by a client who had been monitoring customer satisfaction with their service for a number of years. They were keen to move their understanding forward and wanted to better understand the relationship customers had with them.
ICM proposed that we should go beyond the merely rational and investigate their customer’s emotional attachment to the brand.
We did this through an integrated qualitative and quantitative programme which applied advanced analysis techniques (Factor analysis & Regression analysis) to integrate rational and emotional attributes. This provided the client with a powerful holistic view of the customer relationship which was subsequently validated by internal client metrics.
