Case Study: Multi-Channel Customer Satisfaction Research CATI

Industry: Telecommunications

Duration: March 2024 - November 2025

Service: Customer Satisfaction Research

The Business Issue

A leading telecommunications provider in Thailand needed to understand how customers were experiencing their services across multiple channels — not just whether they were satisfied, but where the relationship was eroding and why. Aggregate scores were stable. Churn was not. The client needed touchpoint-level visibility: which specific interactions were building loyalty and which were quietly driving customers toward competitors.

The Techniques

Targeted Online Surveys
Surveys were distributed across a stratified sample of telecom customers in Thailand, covering individual consumers and business executives. The instrument mapped customer experience across the full service relationship — network reliability, pricing transparency, customer support interactions, in-store experience, and digital self-service. Respondents evaluated both the client and key competitors, producing a comparative performance picture across each touchpoint category.
CATI (Computer-Assisted Telephone Interviewing)
One-on-one telephone interviews were conducted with customer segments identified in the survey phase as highest churn risk. CATI enabled deeper exploration of the friction points surveys could identify but not explain — the specific service moments that had shifted sentiment, the competitor interactions that created favourable comparison points, and the reasoning behind dissatisfaction that closed-ended questions cannot surface. Iconic Research coordinated interviewer teams and quality assurance protocols across the full fieldwork duration.

The Results

The research identified three performance gaps: customer support resolution speed — the factor customers rated most important and the client scored lowest on competitively; pricing communication at retail touchpoints — where promotional messaging was inconsistent with billing, producing post-acquisition dissatisfaction in the critical first 90 days; and digital self-service — functional for routine tasks but producing dead ends when customers needed issue resolution. Acting on these findings, the client restructured support escalation protocols, standardised retail pricing communication, and extended digital service pathways for high-frequency issue categories. Customer satisfaction scores improved, churn declined in the identified high-risk segments, and brand perception strengthened against key competitors.