Industry: Executive Education

Client:

American Management Association

Challenge:

Tens of thousands of customers per year attended this large organization's public seminar programs. The organization wanted to know what components of their public seminars were most important to both the attendees' satisfaction and ultimate decision to buy, and which components, if any, were irrelevant.

Intervention:

Wellesley Hills Group's consultant and a team of people under his management:

• Conducted detailed research on customer perceptions and buying patterns
• Interviewed and surveyed current and potential customers regarding their preferences, perceptions, and buying decisions
• Employed rigorous statistical techniques to analyze the research data

Results:

The research initiative led by Wellesley Hills Group's consultant:

• Discovered several areas where the organization could increase customer satisfaction
• Led to interventions that caused customer satisfaction scores and the repeat customer rate to rise by over 15%
• Identified areas that, while valued, were insignificant in affecting customers' satisfaction and propensity to buy
• Redirected the organization's focus areas to those most critical, saving the company millions of dollars per year