You are here

Customer Research Gap Analysis Programme for a pan-European Recruitment Specialist

How our industry-leading Gap Analysis Framework and qualitative insights helped European recruitment specialist RDL Corporation perfect their customer experience and meet the Group’s growth targets.  

About RDL Corporation

RDL Corporation is a Group of recruitment businesses providing high quality, specialist recruitment and resourcing services to a wide range of customers throughout Europe.  With offices in London and Woking, Surrey, they employ more than seventy full-time staff and have annual sales revenues in excess of £18 million.

With a history stretching back to 1987, RDL is a very well established and experienced supplier and focus on building long-term relationships with clients, candidates, partners and suppliers.

RDL's mission statement is:

“We are committed to being an established and reputable recruitment group within our chosen market sectors, providing a standard of service that meets customer expectations and the needs of our stakeholders.”

RDL brands include:

  • SEC Recruitment
  • SEC Pharma

The Problem:

Only from gaining understanding of their customer expectations could RDL identify with the key drivers of customer satisfaction and loyalty. Providing focus on differentiating themselves from competitors, gaining improved market share and improving their responsiveness to customer requirements.

Through understanding these requirements, RDL were able to implement actions focusing their service delivery and management of relationships that matched customer expectations.

Specific objectives of the research included:

  • To determine and prioritise customer expectations of products and services provided by RDL Corp
  • To determine customer perceptions of RDL Corp image and service delivery
  • To determine the resulting performance "gap" between expectations and perceived performance Providing priorities to highlight areas where performance improvement is required
  • Highlighting opportunities for service design, best practice and process introduction
  • Providing a framework for the RDL team to facilitate improvement

How we could help:

Supporting early engagement to the research process we worked with the RDL team to gain understanding of their business challenges.  TTi provided a comprehensive response to RDL requirements using Gap Analysis methodology.

Our methodology supported using qualitative research to gather and understand customer expectations across a broad group of prospects, customers and lapsed customers. Interviews were conducted with different roles ensuring expectations were collected across the customer journey. This enabled a full picture of how the customer perceived their journey to be evolved.

Working closely with the RDL team we developed a comprehensive questionnaire capable of measuring the different journey interactions apply 3 dimensions of rating:

  • Customer expectation
  • Customer perception
  • Customer perception of named competitors   

Interviews were conducted through our in house business interviewing team at our Langley based call centre. We ensure customer interviews are carried out to high quality standards and pre appoint all interviews to ensure every business we work with is professionally represented.

The results:

On completion of telephone interviewing we undertook a comprehensive analysis of the results apply our SPSS / Servqual analysis packages. This included identifying and analysing where gaps existed in service provision, the extent of positive and negative gap between RDL and their competitors and the extent to which RDL were meeting customer expectations.

Our team created from this analysis a suite of reports using priority matrix outputs, enabling service and relationship attributes with the largest gaps and of most importance to be prioritised and addressed immediately. 

Contextualising results and adding value to the data is core to our customer relationship, so analysing all the qualitative insight and gap analysis data we were able to provide a rich presentation of actionable customer research to the RDL board of directors.