Executive Review
DU is Dubai's premier telecommunications provider and offers a range of mobile, broadband and digital television solutions to business and consumer customers.

To keep their customers brand loyal, DU proactively strengthens client relationships using Zarca's proven online survey enterprise solution.

DU's market research team uses Zarca's on-demand platform to analyze customer survey data and extract valuable strategic insights on the needs and opinions of their products and services.

Researchers then share these discoveries with the rest of the organization using Zarca's Data Export module. Using this powerful feedback, DU executives are better suited to make data-driven decisions aimed at providing an enhanced client experience and higher retention levels.

Robust Reporting Made Easy
Zarca makes it quick and easy to create and distribute online surveys, but the real value of the solution is the reporting and analysis of survey data.

Zarca's collection of advanced analytics gives DU the flexibility to run several different reports to extract various trends.

Researchers run Zarca's Conditional Reports and Pivot Tables to drill-down deep into sub-sets of the survey data. These advanced reports allow them to create filters, or conditions, that draw from the total data set, and cross-tabulate a survey question with any combination of questions.

“The Conditional and Pivot Reports are extremely effective at uncovering trends that aren't obvious when only looking at averages and aggregates” says Nisha Harpalani, Customer Care - Quality Assurance Supervisor. “We've been able to identify and attend to some critical customer touch points that required immediate attention.”

On the flipside, when DU's researchers need a quick assessment of survey results, they generate a classic bar graph. Likewise, to drill-down into individual responses, they routinely use the Individual Report and Response Table.

“The ability to view individual results helps us validate or invalidate possible trends. The Response Table is beneficial because it gives us a broad read-out of each participant's entire survey response”, describes Nisha.

Flexible Data Sharing
DU places a lot of value on the data export capabilities of Zarca's system. With just a few clicks, research staff is able to export large amounts of survey data into MS Excel and Access, and swiftly share the data with other departments and colleagues across the company.

“We really like the export functions and how clean the data transfers. There are no extra characters or formatting carried over during export and the reports are downloaded in a flash. Sharing information on a company-wide basis and incorporating ideas of other decision-makers makes our own strategies more well-rounded”, describes Nisha.

DU's researchers also use Zarca's software to seamlessly import survey data directly into the system. These surveys are from both previous initiatives and surveys completed using a mode other than email.

“Zarca's Import feature gives us valuable time-series data by letting us compare results from earlier surveys with current data, in a longitudinal setting”, explains Nisha. "Data Import also enables us to aggregate data collected from paper-based and phone surveys."

What's Next for DU
As DU expands its market presence, there will be an even greater need to gather quality perceptions from clients in order to better manage customer relationships.

The knowledge garnered from Zarca online surveys allows for a sharpened approach to need-fulfillment. Utilizing this data to drive strategic decisions, DU is poised to attract and retain even more customers.