Sure Telecom Builds Continuous Customer Connection

With customers in the Channel Islands, Isle of Man, in the South Atlantic and Diego Garcia, Sure Telecom supplies world-class communications services to both businesses and public sector clients. As a customer centric business the company delivers mobile, broadband, fixed line, data centre and enterprise solutions to consumers, corporate and public sector clients.

The size and geographic spread of Sure’s customer base in recent years has meant that face-to-face research has become a challenge in terms of accurate sampling, reach, and project frequency. To stay true to their customer-centric values, Sure decided they needed to change their approach.

Sure needed a more convenient platform that enabled their customers to feed back more easily, wherever they were at the time. They needed a pool of participants that were representative of all markets on hand to respond at speed, and they needed access to a wide variety of research methods to accommodate multiple projects across all product types and elements.

Sure commissioned a FlexMR Research Panel, complete with research and panel management services to streamline the research process and leaving the in-house research team able to concentrate on generating high quality, reliable insight.

‘‘We looked at a number of online providers and decided on FlexMR. The software is engaging with a great variety of tools for different types of research. The team are professional, experienced, and forward thinking.” - Head of Customer Strategy

With advanced sampling controls and a panel of profiled participants at their fingertips, recruitment became a thing of the past. FlexMR research experts were able to select from an extensive range of qual and quant tools on a project by project basis, and report actionable insight regularly.

Focus group tools Live ChatMR and Question BoardMR were customised to fit Sure’s research requirements and used to capture the ideas and opinions of Sure Telecom customers. FlexMR’s SurveyMR and Quick PollMR were used to gather effective and instant quantifiable feedback. Quick PollMR in particular was being used by Sure as a customer feedback indicator.

These results enabled Sure to facilitate improvements and alterations where necessary, satisfying their existing customers and building up better relationships with new customers.

‘‘It’s really handy to be able to gauge points of view with a quick question.” - Head of Customer Strategy

The database and newsfeed features are being used in order to recruit, profile and engage panel members in order to create a lively active research space. The database allowed Sure to maintain a pool of ondemand participants.

The newsfeed encouraged participants to communicate and take part in research tasks through live updates on the portal homepage, presenting research activities and outcomes and incentives.

“Having a panel managed by the FlexMR team is brilliant. They take care of all of our research leaving us free to concentrate on what we do best, putting research into practice.” - Head of Customer Strategy

Since Sure Telecom launched their research panel, they have been able to make a number of changes to products and marketing based on the actionable customer feedback. These changes include new, more effective advertising and instore messages.

Sure also have new account management software in development, as well as a new operational plan based on panel findings. The research panel has become an integral part of Sure’s business and will continue to act as a key aspect of the company’s plans to continuously build a culture of insight that facilitates improvements.