A premium credit card issuer became concerned about a recent spate of negative client satisfaction scores following changes made to the program benefits associated with the credit cards.
To explore the drivers behind this decline in score, we completed a multi-phase qualitative exploration. To start, we hosted an online discussion, inviting 30 of the most dissatisfied survey respondents to take part and share their experiences. Following the board, 10 of the respondents were invited to follow up video interviews to explore further.
The research gave stakeholders true voice of the consumer insight, supported by the text from the discussion, as well as the video and visual cues of the IDIs. This provided the client with a deeper understanding of the issues driving the client dissatisfaction and helped identify solutions to address it.