Performance Measurement Case Study

Client:

A leading global credit card company

Business Problem:

Maintaining and advancing brand leadership and customer loyalty in a highly competitive market, along with identifying opportunities to attract new and valuable customers

Approach

MaPS collaborates with senior executives to establish performance goals and objectives for the business. From there, we develop corresponding metrics to monitor over time.

We conduct online interviews among current customers and prospects continuously throughout the year to identify and respond to trends in customer satisfaction, customer loyalty, and overall brand health.

Driver modeling is used to determine priorities for improvement that will have the greatest impact, not only on customer satisfaction and brand health, but also on key business outcomes such as customer spending, market share, and loyalty via links to the customer transaction database.

Results

Results are used to protect and grow the brand, manage goals, make resource allocation decisions, pre-empt competitive threats, and drive strategic initiatives.

In addition to planned analysis and reporting of key metrics, trends, and competitive benchmarks, the study is used as the organization's primary platform for addressing emerging business needs, by responding to thousands of ad hoc management queries per year with timely and insightful analyses and models.

Recent initiatives driven by our research include:

Launching new credit cards targeted at high opportunity prospects
Establishing compensation-linked performance goals for the business that are linked to measures of the customer experience
Revitalizing current card offerings by aligning marketing and advertising with customer and prospect trends in the marketplace
Building new and customized rewards programs to drive customer spending and maintain market leadership position