A leading designer and manufacturer of high-performance electronic components and packaging lacked the critical insights required to drive innovation and build sustainable differentiation. Their current approach to capturing the “voice of customer” had proven inadequate. They asked Market Edge to help them establish a baseline understanding of their customers’ buying decisions, while supporting the development and implementation of an internal Customer R&DSM business process.
Market Edge worked closely alongside the business’ technical and marketing personnel to collect the insights necessary to transform the business and provide hands-on training in best practices. Using a phased approach, Market Edge conducted customer interviews to understand the company’s current value proposition and pressure-test segmentation hypotheses. Market Edge used the project materials as training collateral for establishing Customer R&DSM as an organizational competency.
Based on these insights the company implemented a proactive customer communication program that reduced response time by over 50%. The company experienced improved plant communication and a reduction in expedited orders and associated costs. The company also increased technical collaborations with customers in strategically targeted segments – positioning themselves to respond more quickly and favorably to new business opportunities.