The Aggreko Customer Research Survey 2009

Market research

Contrary to popular belief, at Market Bite we don't believe that 'a little knowledge is a dangerous thing'; it's just not a good as having a lot of knowledge. Basing decisions on the best understanding of current circumstances has to be better than always doing what you've always done - simply because that's what you've always done.

Aggreko - who supply mobile generator units to a host of different markets and sectors - wanted to test some of the assumptions they held about their customer's attitudes. We called over 500 Aggreko customers on Aggreko's behalf and conducted nearly 70 telephone interviews across seven different market sectors to find out what customer's really thought.

It would be great to tell you that Aggreko's assumptions were widely wrong but this simply wasn't the case. What our research did confirm was that Aggreko was struggling to compete in certain areas and that some specific practices were really hindering customer relations.

Aggreko used our report to modify how they presented themselves to some sectors and to help their sales teams sell more effectively and to provide additional information and services. They were so pleased to actually 'know' what their customer's were thinking that they commisioned us to call ex-customers and find out why they no longer used Aggreko too.

We also called every football league club in England and Scotland in response to a FIFA ruling that every football league venue had to have an emergency flood lighting policy and we provided Aggreko with a data list of 100 ground management contacts (email and telephone) so that their sales reps could sell in Aggreko solutions before their competitors could even respond.

If you have a market research requirement give us a call and let Market Bite put you 'in the know'.