Customer Survey for ERP Vendor

 

The Client

Our client, one of the top five providers of ERP solutions, offers a fully-integrated suite of applications for public sector and professional services organisations. Over 2,600 organisations in 100 countries deploy their solutions.

The Campaign

In order to ensure that future product development reflected the evolving business strategies of their clients, and to further strengthen customer loyalty, the vendor wanted to change the type of relationship it had with its clients - from one of Supplier to that of Strategic Partner.

In order to achieve this objective the vendor needed to develop and nurture stronger relationships with key decision makers within their client base and understand just what their clients were experiencing.

Finance Directors were indentified as particularly important. Historically the vendor had attempted to build director level relationships with clients via annual users groups. However, this format of event failed to attract them in sufficient numbers.

The vendor engaged Martrain to develop a bespoke client survey in order to establish:

• What type of events these individuals would be interested in attending.
• What these individuals thought of the service the received from the vendor.

The Results

By canvassing the vendor’s client base we were able to not only help them understand the views of their clients but also integrate them into future customer care and product development initiatives. All surveys were completed over the telephone.

Top line results indicated that:

• A proportion of clients felt they were not sufficiently being taken care of.
• The vendor was good at selling software but lacking in the customer care department.
• A proportion of clients felt the vendor did not work with them strategically to help them run their business. Most advised they would welcome strategic input.
• The Annual User Group was being held in an inconvenient location – outside the UK at the time.
• Directors were keen to attend shorter, more conveniently located events specifically aimed at their peer group.

The results of the client feedback have enabled the vendor to focus on customer case strategies - since the surveys completion the vendor has initiated regular systematic calls to customers to uncover and address problems.

The vendor has also organised a series of specific director level events in convenient UK based locations.

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