Thermo Fisher Scientific Improves CX Analytics with Verint

With so many survey tools in use, corporate branding became a major concern, especially as the company grew through mergers and acquisitions. Each new entity brought other approaches to collecting customer data through other survey tools, creating even greater inconsistency.

On top of this, Thermo Fisher’s independent product divisions were often unaware of market research being conducted by other divisions even though customers interacted across multiple product lines.

“We saw a significant amount of customer frustration because our customers received different surveys from different groups,” Montville says. “In addition, we couldn’t integrate customer opt-outs across the multitude of survey platforms, which only heightened the frustration and resulted in privacy policy issues.”

Thermo Fisher needed a better way to maintain and administer customer surveys and, in turn, combat the increased costs of supporting users on multiple survey platforms. The company started by interviewing users across the business to understand their specific survey challenges and their desired features and functionality.

Assimilating the information led to an evaluation of several vendors, culminating in Thermo Fisher selecting Verint Enterprise Feedback Management, a powerful enterprise survey solution enabling the capture of customer feedback across all channels while providing cross-channel analysis and reporting.

“During the evaluation process, it quickly became obvious that Verint’s solution offered the most robust features and versatility,” notes Montville. “The complex branching feature was especially important in enabling us to conduct A/B surveys. Other vendors’ solutions didn’t come close to Verint’s capabilities.”

“Our product divisions are really pleased with having a single survey platform across the enterprise,” Montville explains. “I can help craft surveys because everyone is familiar with the features, which enables us to focus more on the actual survey versus the tool required to execute the survey.”

In fact, using Verint Enterprise Feedback Management, Thermo Fisher has seen survey administration time cut in half. This, combined with cross-divisional access to robust reporting features providing a level of granularity and analysis not available before, has enabled the company to improve its product development efforts.

At the same time, survey fatigue and customer frustration are on the decline according to Montville. “In the past, when customers opted out of surveys from one division, they’d often still receive surveys from other divisions, causing both fatigue and frustration. Now, with the Verint solution, opt outs apply to all divisions and customers receive surveys only if they opt back in.”