Implementing a structured and actionable method to assess clients satisfaction and its implication on EPIC's workflow

Abstract

EPIC is a Belgian web agency operating in the field of web development and digital strategy. In order to ensure a better follow-up of its clients’ satisfaction, the agency would like to implement a customer satisfaction measurement tool. The objective of this project thesis is therefore to identify the measurement tool(s) best suited to EPIC’s specific workflow. In order to tackle this managerial challenge, the student first proceeds to a situation analysis. The understanding of the agency’s micro and macro environment enables the gathering of the secondary data necessary to establish the project framework. Since the project focuses on customer satisfaction, particular attention is paid to the different types of clients and to the different stages of their experience with EPIC. In the second phase of the project, the satisfaction assessment tools that are the most used nowadays are analysed in order to identify and differentiate their different attributes. It quickly appears that their use is substantially similar while their final utility differs. This discovery is used to guide the two qualitative studies that constitute the next phase of the project. Indeed, the major step in this project is the collection of primary data from (1) team members and (2) EPIC’s clients. The first study makes it possible to validate findings previously established during the first phase of the project and to make a first assessment of the agency’s clientele satisfaction through the opinions of team members. The second research aims to browse the customer journey in order to identify its critical moments as well as the sources of satisfaction and dissatisfaction of EPIC’s clients. After analysing and comparing the results obtained during the second and third phases, the student provides suggestions for improvement of the customer experience as well as recommendations for the implementation of two satisfaction measurement tools.