Skopos designed a pan-European online survey programme, tailored to TNT’s business objectives:
- Customer sample: TNT provided contact details for existing business customers, ensuring robust coverage of active accounts.
- Competitor benchmarking: Skopos sourced non-customer and competitor samples, enabling direct comparisons with rival logistics providers.
- Survey design: Captured feedback across key areas of the customer journey — delivery reliability, speed, pricing, account management, digital platforms, and customer service.
- Segmentation: Responses were analysed by geography, sector, and company size to provide a granular view of customer needs.
- Switching motivations: Explored what drove businesses to consider changing providers, and which factors could win them back or convert prospects.
The insights provided TNT with a clear roadmap for improvement and growth:
- Identified pain points in service delivery within specific markets and customer segments, enabling targeted operational improvements.
- Highlighted areas of strength, such as reliability in certain geographies, which could be amplified in marketing communications.
- Equipped the marketing and sales teams with competitor benchmarks, demonstrating TNT’s relative advantages and weaknesses in the market.
- Revealed the key switching triggers for non-customers/prospects — such as cost, speed, and customer support — informing future business development approaches.
- Strengthened TNT’s ability to prioritise investments in service improvements where they would have the greatest impact on retention and acquisition.
As a result, TNT was able to directly align operational improvements and marcomms activity with customer needs, while also sharpening its prospecting and conversion strategy in competitive European markets.
