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Winner in the Financial Services category

Tracktion - Award Winning Customer Experience Research

'Tracktion': Tracking for Action on a Customer Journey


Tracktion, BDRC Continental's award winning customer experience methodology, offers insight at every stage of a customer's journey with an organisation.

Surveying respondents at regular intervals, it is the only customer experience methodology able to pinpoint service 'hotspots' as and when they occur.  Tracktion delivers granular insight through up-to-date reporting of a customer's journey, meaning fast, intelligent information on which to base business decisions.

Examples of Tracktion 'in action' include:

  • Mortgage onboarding – from KFI issue to completion
  • Wealth – fact find to fulfilment
  • Credit card onboarding – application approval to first statement
  • Protection – application to 'on-risk'

Tracktion has been used to advise clients on a range of remedial actions and these have significantly improved the customer experience, satisfaction levels, advocacy rates and other key measures.

Tracktion clients include: Barclays, BoS, First Direct, Halifax, HSBC, Lloyds TSB, MBNA, Nationwide and Platform.

For more information, contact  Mark Long on 020 7400 1016 or 07966 454958

Customers' journeys with an organisation can be lengthy, by the end of which thoughts and reactions to the earlier stages end up being rationalised.  The highs and lows of a journey can be forgotten when celebrating buying a new house, for example.  That's why traditional post-event CSAT-surveys can mask the true range of feelings towards a service contact.

Typically, each Tracktion panel begins with an immersion briefing session, during which we discuss the clients' aims and objectives in detail.  We recruit a cohort of 'panellists' at the same point in their journey and, from that point onwards, the same group of individuals is interviewed on a regular basis.

Interviews take place to an agreed schedule (usually weekly), against a short, snappy questionnaire based on the following:
  • What stage in the journey does the respondent think they are at?
  • What has happened since the last interview?
  • What has been good / bad specifically?
  • Expectation management and clarity
  • Service interactions with client - how? why? where?
  • Fair treatment, satisfaction and advocacy
  • Mix of 'harder' coded data and 'softer' verbatim comment feedback


Surveying panellists at regular intervals like this enables us to pinpoint accurately attitudinal 'tipping points' and their causes as and when they occur.  Tracktion is the only longitudinal methodology capable of delivering such granular insight, and by directly reporting these findings, clients are equipped with precise, up-to-date information on which to form critical business decisions.

Platform has spent considerable time and effort developing their internal culture to create a more customer centric approach, and as a result has seen improvements in both customer service and loyalty.

At the end of 2010, Platform moved their mortgage processing operation from London to Leek in Staffordshire, and carried out extensive training programmes with the new teams to ensure customer service levels remained consistently high.

We recommended and implemented Tracktion for Platform when they approached us looking to measure the impact of the migration of their mortgage processing teams. They wanted to assess the impact of their training and evaluate the performance of the new servicing teams in Leek, via a detailed view of customer satisfaction, in this case mortgage intermediaries rather than consumers, at each stage of the application process.

Findings presented to Platform pre- and post-migration have enabled them to understand precisely which stages of the application process to focus on when planning improvements. The results have enabled Platform to better allocate budget and tailor staff training. Furthermore, as a result of our work, improvements are planned for Platform’s online systems, with the client certain that this will make considerable positive impact to their customers’ experience with the company.

Winner in the Financial Services category
BDRC Continental celebrates as Tracktion methodology wins prestigious MRS award

London, 13th December 2011 – Tracktion, BDRC Continental’s unique customer experience methodology, has won the annual Market Research Society Award in the Financial Services category.  The accolade was awarded to the research consultancy at a dinner held at the Lancaster Hotel on 12th December.

Since its creation in 2007, Tracktion has been enabling clients to improve customer experience, satisfaction levels, advocacy rates and other key measures.  Unlike traditional post-event satisfaction surveys, Tracktion respondents are interviewed at regular intervals, delivering clients up-to-date reporting of the customer experience.  It is the only methodology of its kind that offers insight at every stage of a customer’s journey with an organisation. 

Tracktion’s success in this category reflects BDRC Continental’s commitment to research innovation, with entries being judged on the methodology’s ability to respond to the unique challenges of the Financial Services industry, in addition to how well it demonstrates a new and customised approach.  The judges applauded the consultancy’s work on the methodology and for successfully enabling clients to transform their customers’ experience when purchasing new products.

Mark Long, Director for BDRC Continental who accepted the award, comments: “I am thrilled that the MRS has recognised Tracktion’s achievements in delivering clients a uniquely granular degree of insight.  Winning this prestigious award is testament to the excellent work we have carried out with our clients, and I would particularly like to thank Barclays, HSBC / First Direct, Lloyds Banking Group and Platform for their commitment to the methodology and their kind support of our application.”

For more information, read the winning paper - Transforming customer experience in the UK mortgage market or watch the video of Mark Long and Nicola Cormack picking up the award.