Case Study: CJM Research boosts client loyalty and revenue by uncovering customer-experience drivers with IBM Watson Analytics (IBM)

Uncovering the secrets to exceptional customer experiences with advanced analytics

CJM Research, a Glasgow‑based market research consultancy, needed a way to pinpoint the key drivers of customer satisfaction, loyalty and value for its clients without investing in complex, expensive statistical tools. The company turned to IBM and its IBM Watson Analytics offering to make advanced regression and predictive analysis accessible and easy to use for non‑specialists.

Using IBM Watson Analytics, IBM helped CJM Research rapidly transform client survey and experience data into clear predictor diagrams and actionable recommendations; analyses that once took specialist skills are now produced in minutes. The IBM solution simplified analytics, raised the firm’s consultancy value and delivered measurable results—one client’s “totally satisfied” score rose from 36% to 56% and overall satisfaction reached 96%, predictive models explained up to 72.4% of satisfaction drivers, and proactive staff interaction correlated with an average spend increase of about GBP 17—while strengthening CJM Research’s reputation.

CJM Research

Callum MacKinnon

Owner