Local to global: How Shell tested market-level changes to make worldwide improvements
Local to global: How Shell tested market-level changes to make worldwide improvements
3 Pages© 2020 Service Management Group | Confidential | All rights reserved 1 // 3 SMG Case Study: Shell Local to global: How Shell tested market-level changes to make worldwide improvements CHALLENGE • Beginning in 2017, Shell noticed lower engagement + declining response rates across international markets • To make necessary adjustments, Shell wanted to hear from a broader customer base—not just brand loyalists • They wanted a more accurate picture of the customer experience INSIGHT Four areas for improvement were identified during the planning phase: • Invitation method + survey entry • Survey length • Incentives • Marketing communications CHANGE • Implemented new invitation options to reach broader customer base • Shortened survey from 25 questions to 4 core + 6 mark
