Secret of My Success: Broadband Satellite Network Provider Hughes Turns to Perseus Development to Take Customer Satisfaction Surveys to the Outer Limits
Beasty, Colin, CRM Magazine
Anida Carpenter, Operations Manager for Customer Research & Business Intelligence, Hughes Network Systems | as told to Colin Beasty
* Why did you need an enterprise feedback management (EFM) solution? Before Perseus, Hughes was running two customer satisfaction surveys, one for its Internet services business and one for DirectTV. The surveys were similar, so we needed to create separate surveys for each one--it was twice the work. The workload was miserable. Everything was done via paper or telephone. The process of creating the questionnaire would take nearly a month. Anytime we wanted to remeasure the customers, management would change the questions, so we could never do comparative analysis with the previous surveys. Plus, the entire process, including development, collection, analysis, and reporting, took two months. And if Hughes used that old survey data to respond to unhappy customers, they would say, "Why are you calling me now?" We needed a centralized solution that could tightly define and create consistent surveys so we could have a baseline to measure and cross-reference other surveys against.
* Why did you select Perseus? When we started searching for a solution, there weren't a lot of choices available. In addition, I had no budget, no personnel, no IT department, nothing. So I created an in-house Web survey system in 1999. It was clunky but it got the job done. In 2000, we were using SPSS for analysis so we looked at its Web survey system. It was going to cost us six figures just to consult with them. We ended up purchasing one of Perseus Development's original survey solutions, which increased our response collection rate 35 percent, but we were still spending a ton of time analyzing and making sure all departments within the company were using the same system. In 2002 Perseus came out with its EFM solution. …