Understanding customers is a key need for any supplier of goods and services. Such a requirement is especially important in a dynamic and highly competitive environment such as waste services.

Chris was asked to support a company in the green waste sector of this market in better understanding its strengths and weakness. A questionnaire focusing on key KPIs was developed with a NPS (Net Promoter Score) also included to provide an indication of how likely the company would be recommended by its current customers. Regular interviews were sought for an initial 12 month period on a quarterly basis to permit tracking.

Both commercial and local authority clients were approached by telephone with stratified, random, sampling used to cover-off the likely different demands of small, medium and larger users of the company’s services. A CATI database and subsequent analysis followed to provide the metrics demanded.