Industry: Technology

Client:

Instron is the world's leading technology product and service company focused on providing equipment to evaluate mechanical properties of materials and components (e.g. how “hard” a material might be).

Challenge:

Instron was building up to a major expansion and branding campaign. In essence, they needed to know, “What components of our service should we focus on improving so our efforts will make the most positive difference to our clients?”

Wellesley Hills Group was hired to help Instron understand which, out of 46 potential attributes of their services, were the most important for client satisfaction, retention, and willingness to recommend Instron to colleagues.

Intervention:

Wellesley Hills Group approached Instron's challenge by:

• Building a survey process and instrument to collect the necessary data for analysis
• Implementing a major client survey via mail and e-mail to thousands of customers
• Collecting and analyzing survey data
• Delivering the results of the survey to senior management

Results:

Wellesley Hills Group's research and analysis:

• Identified the 4 common attributes (out of a total 46) essential to Instron's services brand that made the most difference in client satisfaction, loyalty, and intent to recommend


• Identified, through advanced statistical methods, the likelihood of increased revenue from client retention should satisfaction scores for particular attributes improve


• Helped Instron's c-level and senior management stakeholders gain internal agreement as to what improvement activities were highest priorities


• Saved Instron substantial dollars and time in the expansion and improvement of their service offerings (see comment)


• Focused the value proposition and messaging of Instron's brand towards those factors that will make a measurable financial and competitive difference for the company