Background

Digital Cement engaged us to conduct customer research for XM Radio Canada. Our research  was geared toward improving XM’s communications and creating a more meaningful radio  experience for their customers.

The Challenge

The goal of this study was to understand whether XM currently provides customers with  meaningful and relevant communications that engage them in ways that create added value.  Our challenge was to help XM unite with a common vision to communicate better across every  aspect of customer engagement.

Project Components

We conducted Focus Groups and In-Depth Interviews with 40 XM customers. After completing the research, we invited key XM stakeholders to collaborate with us on data sorting using post-it notes drafted from our interviews. We then conducted further analysis and synthesis internally, and compiled a report of our findings to share with the XM team.

Solution

Through close examination of customers’ behaviours, attitudes, and goals, we identified strategic customer insights that XM used to develop future communications, products and services. We produced a report highlighting the most common perceptions of customers, a list of “customer-first principles” to guide future initiatives, and specific actionable opportunities for each department in XM. We also created a Customer Experience Mental Model that compares customer expectations to current service and product offerings from XM.

Client Testimonial

“The Normative team has been a crucial partner in helping us better understand our customer, and develop strategies to effectively communicate and engage our subscriber base. They have made considerable efforts to understand our business, our product and our consumer, and delivered actionable results to help us meet our objectives. By engaging us in their unique analytical process we were able to gain additional insight into the behaviors and needs of our customer.”

Nicole McCallum, XM Canada