A leading supplier of software and hardware for the pharmaceutical industry wanted to determine customer perceptions of their recently reorganized customer account management process.

Project Overview

The client engaged Direct Opinions to conduct a customer satisfaction survey, hoping to evaluate awareness of their new account managers and gauge satisfaction with the frequency and content of customer touch points. The survey was designed to answer such questions as “Are we contacting you? Are we providing the appropriate information to you? Do you know who your account manager is?”


The results of the study found that the Account Management assessment of customer perceptions as communicated to the executive team was inaccurate. There was a lack of awareness of the new company representatives and customers felt that they needed more frequency of contact. The results of this study clearly indicated that customer loyalty had decreased over the past year and identified why it decreased. These survey results were instrumental in gaining buy-in to revamp their account management processes and a follow-up survey will be conducted in one year to gauge the effectiveness of their recent changes.