Case Study | UniPark
As it grew rapidly, Unipark, Questback’s program for academic researchers, struggled to meet the customer service requirements of its expanding customer base.
Inquiries could not be answered within a reasonable time, which led to a drop in customer satisfaction. To overcome this, Questback’s wider support team was used. However, while this increased support costs by 20%, it did not improve customer satisfaction.
The answer was to give customers the opportunity to help themselves. By developing the "My Unipark" community, Questback enabled customers to access support on a self-service basis. Through an in-built forum community members can share knowledge, comment on inquiries and evaluate other posts. Additionally, the statistics features of the online community provides Questback with deep insights into member needs, allowing it to target particular customer groups.
Shortly after My Unipark was launched, Questback saw a measurable improvement in customer satisfaction. Adoption was rapid - 70 Unipark users registered every week, meaning the community had more than 1,300 members after 5 months. Registrations per week rose by 42% compared to the old Unipark website. High download numbers as well as the many active forum discussions also demonstrate how well the new community was been received by Unipark users.
Overall, My Unipark has both improved customer satisfaction and increased loyalty from users.
Unipark is Questback’s academic program. The philosophy behind Unipark is to give universities and educational institutes access to Questback’s world-leading online survey software. Since its launch in 2004, Unipark has helped thousands of students and postgraduates from over 400 universities complete complex research projects and it now has over 24,000 active users.