Case Study: Delta Dental

Improving customer satisfaction and loyalty by refocusing a key KPI

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Challenge

Establish an industry-specific NPS benchmark for top dental insurance providers, along with baseline comparisons for the dental insurance industry against overall Best and Worst NPS consumer brands in the US.

CMB has been great to partner with on our research studies. They consistently meet our needs not only with managing the project from end to end but by providing helpful insights on how to get the most out of the study during planning as well as during data analysis. They utilize a broad range of market research techniques which sets them apart from many research companies and is necessary when collecting insights on a challenging industry.

Gabe Gurbal, Sr. Analyst, Customer Experience at Delta Dental

Solution

We partnered with Delta Dental to analyze the usefulness and validity of NPS against alternative KPIs like satisfaction and likelihood to renew. Evaluated how NPS categories corresponded with actual brand advocacy or retraction, including measuring the extent of Word of Mouth and social media influence of different customer segments. Identified specific aspects of the customer experience as well as broader brand perceptions that could most effectively increase actual positive advocacy (and lower negative advocacy).

Results

The results of the research allowed Delta Dental to change the KPI it focuses on for future Customer Experience improvements, and isolated specific areas to focus resources on for improving the customer experience for the highest impact on customer satisfaction and positive advocacy.