Challenge: A major online brokerage service wanted to refine communications and marketing efforts to current customers by understanding their customer experience, including what lead them to choose the brand.

Objective: To thoroughly explore the customer relationship in terms of the original decision process to choose the brand, as well as satisfaction with and perceived value of the ongoing relationship, as input for developing optimal prospect and customer communications.

Solution: Plan-it conducted a Qualitative Exploratory Study which consisted of extensive focus groups and in-depth interviews among the brand’s clients to further understand their decision-making process and drivers/barriers to choosing the brand.

Result: Findings and insights were used to improve marketing efforts by better understanding the ideal target customer and improving resulting targeted messages. Additionally, recommendations were made on how to improve the overall customer experience.