Client Success:

Identified Opportunities for Growth Amongst a Technology Services Provider’s Most Valuable Clients​

Situation:

MSG was to perform iterative VoC analysis among cross-section of $150M+ accounts for a Fortune Global 500 firm​

  • Firm aimed to increase awareness and sales of new and repositioned capabilities, including digital and thought leadership​

  • Needed client perceptions of account team, positioning, capabilities, not client sat evaluation​

  • MSG-led executive recruiting process

Complication:

Needed to develop turnkey prescriptions for growth based on findings from current year and 3 prior years of research​

  • Balanced reporting of qualitative and quantitative data from 120 depth interviews across 20 firms representing 5 industries for senior leadership, global marketing ​

  • MSG conducted 3 prior iterations of research, which served as a reference for perceptual trends ​

  • Expected to address ad hoc inquiries about data set ​

Solution:

We delivered novel, critical insights.

  • Created individual reports for client account leaders and project umbrella report for presentation to CMO, in addition to client account-facing reports by request​

  • Established extensive database of coded interview transcripts for reference​

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