THE CHALLENGE
Indara, a leader in digital infrastructure, has undergone significant changes in recent years, including a strategic repositioning and rebranding. To ensure the success of this transition, Indara needed to deeply understand its customers’ perspectives amidst a rapidly evolving and competitive environment. The primary objectives were to: validate the new strategic direction and brand positioning, tangibly measure the customer experience and assess the impact of recent changes, establish new Net Promoter Score (NPS) benchmarks, and identify actionable insights to inform future strategic planning and direction.
APPROACH
To achieve these goals, The Strategy Group undertook a comprehensive, customer-driven approach to provide Indara with actionable insights and a robust strategic roadmap.
Key activities included:
- Focused Immersions: Conducted in-depth user research by immersing ourselves in the world of Indara’s customers and stakeholders. Through face-to-face and virtual engagements with 20 Indara customers, we uncovered deep insights into customer needs, pain points, and opportunities.
- Customer Survey: Designed and executed a quantitative customer satisfaction survey to complement the qualitative findings. This included measuring baseline NPS scores to track customer sentiment and satisfaction levels over time.
- Competitive Comparison: Conducted a detailed analysis to benchmark Indara’s customer experience against its peers and competitors, leveraging available industry data to uncover strengths and areas for improvement.
- Identifying Gaps and Opportunities: Synthesised insights to highlight areas where Indara could better meet customer expectations. Collaborated closely with the Executive Management Team (EMT) to ensure alignment on the findings and prioritise growth opportunities.
- Roadmap Development: Created a detailed strategic roadmap with clear, actionable steps to address identified gaps, leverage opportunities, and strengthen Indara’s customer-centric approach.
OUTCOMES
The engagement delivered impactful results that empowered Indara to confidently move forward with its strategic direction:
- Customer Insights: Delivered synthesised qualitative and quantitative findings that highlighted customer perspectives, satisfaction drivers, and expectations.
- Baseline NPS Score: Established a clear baseline for NPS, providing a tangible metric for ongoing measurement and improvement.
- Competitor Insights: Provided a comprehensive comparison of Indara’s performance against competitors, identifying differentiators and areas for improvement.
- Strategic Recommendations: Presented a final report outlining insights, opportunities, and actionable recommendations to guide Indara’s strategic planning.
- Roadmap Alignment: Secured EMT alignment on the strategic implications of the findings, ensuring organisational commitment to implementing key actions.
