Case Study: Fortune 500 Financial Services Firm Improves Customer Retention with eTouchPoint

Fortune 500 Financial Services Firm - Customer Case Study

eTouchPoint worked with a Fortune 500 Financial Services Firm that was seeing rising dissatisfaction and churn in certain customer segments, even though its large-scale IVR and web survey program was producing strong top-line satisfaction metrics. The firm needed to understand what was driving negative sentiment behind the closed-ended scores, especially around fees, perceived value, and differences by customer segment.

eTouchPoint used its Customer Experience Management (CEM) platform to perform segmentation, linkage, and dashboard analysis on thousands of unstructured customer comments and survey responses, then connected the findings to CRM data. The analysis showed that fee confusion and low perceived value were key dissatisfaction drivers, especially for new customers, and that employee tenure also affected return rates. Based on these insights, the company improved employee training, customer communication, and closed-loop alerting processes to address issues earlier, helping reduce churn risk and improve satisfaction.