Linking Data Sources, Travel/Leisure

 

BUSINESS SITUATION:

A service industry client was unable to separate themselves from their key competitor in their rationally-based tracking metrics that measured their business performance.

 

RESEARCH OBJECTIVES:

The clientís objective was to determine if emotions had a role in a customerís choice of service provider. Did emotions impact the bottom line profitability of their business? How were they linked to rational behaviors?

 

METHOD:

Burke helped them qualitatively understand what emotions were relevant to their different customers and then quantitatively test if emotions had an impact on a customerís profitability.

 

OUTCOME:

We were able to prove that yes, emotions had a strong impact on profitability and also which ones had the highest impact. Our client is in the process of making improvements to their service using both rational and emotional elements of their customerís experience. Burke recommended specific metrics that they are now using to track their performance.