Research helps comparison site retain customers

Moneysupermarket.com is using research tools from Edigital Research to survey customer opinion about its products, services and website in order to retain customer loyalty.

With Google's imminent move into the price comparison market, Moneysupermarket.com needed a research mechanism to help it to better understand customer needs so it could stay one step ahead.

Jonathan Wood, research manager at Moneysupermarket.com, said: 'As an intermediary between businesses and the public, we did not have a direct mechanism for customer engagement and only had very sketchy data about what customers wanted.

'In order to make smarter business decisions in a fast-moving market, we appointed Edigital Research on the basis of its speed and cost-efficiency in providing us with actionable customer insight,' he added.

Moneysupermarket.com uses Edigital Research to run fortnightly opinion surveys to assess consumer views on everything from their reliance on credit cards to travel insurance and their spending behaviour for Valentine's Day.

This helps it to identify market trends and is used in conjunction with feedback garnered from its Edigital Research online community to tailor its products and services to effectively meet customer needs.

Edigital Research also conducts surveys to assess the online customer experience, with feedback providing Moneysupermarket.com with an accurate, real-life picture of its website effectiveness.

Site exit and post-transactional surveys also help identify why people detract so that the company can continually improve its online service.

'Through exit surveys, mystery shoppers and other research means, we can now engage the views and opinions of customers and make decisions based on their opinions rather than our own,' Wood added.

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