B2B Marketing | Studies | Tailor-Made

The Request

Google France has been working with DII for several years to increase their lead generation through dinners and strategic workshops organized by the agency. Thanks to this collaboration, Google has requested DII to accompany its teams in their new strategy of customer retention, upsales and adsales. Through a study directed to its clients, Google wanted to better understand their needs in order to optimize their loyalty.

Google’s objective for this study? To realize an analysis of the user journey with the intention of identifying customer retention opportunities during the onboarding period, as well as a more optimal identification of their expectations.

DII’s Answer

DII suggested to Google to set up a qualitative study directed to its B2B clients to highlight their needs and expectations. The priority was to pinpoint the potential reasons explaining the loss of customers after the completion of the onboarding period.

In order to collect the best insights, our team used a mix of formats: an online questionnaire composed of about 10 questions sent out to Google’s key customers, followed by a 20-minute telephone interview to collect more qualitative and detailed insights.

As a result, DII gathered 40 answers from Google’s main clients in about 2 months, which results were analyzed thoroughly before being presented to Google via a complete report including relevant KPIs and verbatims. In addition to its analysis, DII also provided recommendations to Google, fulfilling at the same time its consulting expertise.