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Capabilities and Case Histories |
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Direct Opinions specializes in three areas of telephone survey and outreach: Business-to-Business Lead Pre-Qualification, Customer Satisfaction Measurement, and Branding & Market Research Surveys.
The following examples demonstrate how other companies have
utilized our marketing solutions to improve their overall
position in the marketplace. |
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Lead Pre-Qualification Examples |
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Prospect Qualification
Challenge
North America’s premier provider of corporate uniforms, with
over 700,000 clients and 380 facilities, added more than
300,000 companies to their prospect database and needed a
way to efficiently pre-qualify each prospect company in a
timely manner. The goal of this initiative was to increase
sales effectiveness across the organization by weeding out
non-prospects and presenting only legitimate sales
opportunities to the sales representatives.
Solution
Direct Opinions was selected to identify and speak with the
appropriate decision maker within each account and identify
uniform usage, current contract obligations, and unmet needs
from current suppliers. Direct Opinions recommended adding a
bonus question – “Would you like a Sales Representative to
contact you?” As a result of this effort, Direct Opinions
generated over 20,000 immediate sales leads for more than
200 sales representatives nationwide.
Furthermore, current contact and demographic information for
qualified prospects without an immediate need remain in the
prospect database for future contact, while companies with
no need for uniforms are removed so that sales efforts will
not be diverted. |
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New Product Introduction
This global leader in pressure-sensitive technology and
innovative self-adhesive solutions had 2005 sales of $5.5
billion. The company develops, manufactures and markets a
wide range of products for consumer and industrial markets.
Challenge
Direct Opinions worked with a division of this company that
manufactures an adhesive “film” material used by printers to
create graphic markings for trucks. The project goal: to
have end-users specify the use of this product when ordering
graphics from their printers.
Solution
Direct Opinions was selected to increase awareness of this
film material among end-users. To accomplish this, Direct
Opinions conducted telephone interviews with Fleet Managers
at trucking companies across the US, discussing the features
and benefits of the new adhesive film material. As a result
of these interviews, Fleet Managers were ranked according to
their level of interest in the product, and leads were
distributed to the sales representatives for follow up. |
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Market Research Examples |
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Market And Brand Awareness
Leading Producer of ATM’s and Security Systems
This global leader in providing integrated self-service
delivery and security systems and services employs more than
14,000 associates with representation in nearly 90 countries
worldwide.
Challenge
A critical aspect of this organization’s growth strategy is
global expansion. To this end, a marketing communications
plan was implemented to increase awareness of the company’s
products and services in markets such as the United States,
France, Germany, Italy, Australia, Hong Kong and South
America. To determine the success of the marketing
communications plan, an international market research
initiative was needed. Solution
Direct Opinions along with our partner, IMR, created and
implemented a comprehensive benchmark study to evaluate
advertising recall and awareness among financial
institutions in these markets. Hundreds of telephone surveys
were conducted with bankers throughout the world. The
results allowed our client to evaluate the effectiveness of
their marketing efforts and to make adjustments to future
campaigns and marketing messages. Direct Opinions then
conducted a follow-up research study 18 months later to
evaluate the effectiveness of these adjustments. |
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Customer Satisfaction Surveys |
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Automotive Customer Satisfaction Survey Challenge
Automotive related industries are highly competitive. Car
dealers, muffler shops and brake specialists must provide
top-notch service to distinguish themselves from the large
number of competitors in their industry. Additionally, they
must provide consistent service across all locations to
insure positive word-of-mouth advertising. The challenge
these companies face is how to objectively monitor the
customer experience.
Solution
Several prominent automotive service providers, and hundreds
of automobile dealers have turned to Direct Opinions to
contact their customers following the servicing of a
vehicle. Issues uncovered during the survey are immediately
escalated for review and follow-up so that any customer
dissatisfaction can be resolved.
Direct Opinions conducts satisfaction follow-up surveys with
customers of major national chains for over 2,000 locations
and provides these organizations with reports that allow
them to trend internal results, benchmark locations within
their chains, and take steps to improve underperforming
stores or operations. |
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Leading Provider of Corporate Relocation Services
Challenge
This leading provider of relocation solutions provides
services to a well-established and diverse customer base
around the world, conducting more than 400,000 corporate,
government and private relocations annually. The company
operates in more than 40 countries with over 7,000 employees
and an extensive network of agents and other service
providers in over 175 countries. The company also provides a
variety of services that support drivers, fleet owners, and
van line agents. With such a diverse operations, they needed
a mechanism for monitoring the quality of the services
provided.
Solution
This organization turned to Direct Opinions to conduct
comprehensive surveys with transferees to determine their
level of satisfaction with each phase of the relocation
process. The company utilizes the data to evaluate the
performance of their Relocation Counselors, as well as
strategic vendors such as Realtors, Appraisers, Mortgage
Companies, and Moving Van Lines. In the spirit of open
disclosure, they also share the survey results with their
corporate clients to demonstrate superior satisfaction
ratings and promote customer retention. |
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