Market research services would typically entail the provision of clean primary data in the formats which are amenable to undertake the analysis by the clients. Primary research modules include both qualitative and quantitative data collection in digital as well as traditional paper-based formats. Typical nature of assignments would include customer experience mapping, mystery shopping, large socio-economic surveys, brand health and tracking studies in retail space.
A global automobile maker wished to benchmark its customer experience at pre-sales, sales, and post-sales services touch points at its showrooms with respect to industry peers, in order to revamp its customer acquisition and retention strategy. MIC conducted the mystery shopping at the clients and competitions showrooms across 8 major cities of India to bring to the fore the gaps in the customer engagement processes and overall service delivery of the client dealerships. The inputs were used to rework the dealer-customer interfaces and develop mechanism for the improved service delivery.
