ADCORP, one of South Africa’s leading workforce solutions companies, has leveraged our Voice of Customer (VoC) verbatim feedback offering for over two years. This partnership has been pivotal in maintaining their competitive edge and driving meaningful action based on honest customer insights.
Why Impartial Customer Feedback Matters
When asked about the value of verbatim customer feedback, Carlos Rosa, Group Sales Executive at ADCORP, highlighted the critical role of impartiality. “We have a large and significant customer base, and losing contracts would have a substantial impact on our business. Having an independent organization regularly engage with our clients provides us with continuous, candid insights into their experience with us. This isn’t just generic feedback—it’s the kind of honest, unfiltered input that only comes when customers are speaking to an independent third party,” says Rosa.
Managing 17 brands within ADCORP, Rosa acknowledges that internal issues don’t always come to light easily. However, with our verbatim feedback reports, he can accurately identify these internal challenges. From an operational and staffing perspective, this transparency ensures accountability, driving improvements where they are needed most.
Ensuring Accountability and Driving Excellence
“With such honest feedback, there’s nowhere to hide,” Rosa explains. “Our CX reports are shared across the organization, reaching the CEO, senior management, and shareholders. This level of transparency ensures everyone stays on top of their game because if they aren’t, nlightencx will hear about it. Our clients are consistently transparent with nlightencx researchers, which I attribute to their independence from ADCORP, making clients more comfortable to speak their minds. Of course, the positive feedback we receive is equally valuable, reinforcing what we’re doing right.”
Client Retention as a Strategic Priority
In today’s global economy, client retention has become a critical strategic focus for many companies, including ADCORP. Businesses can only retain clients if they continue to add value and adapt to their clients’ evolving needs. This is where innovation plays a key role.
To remain relevant and add value in an uncertain economy, Rosa emphasizes the need to rethink traditional business models. Verbatim customer feedback is a key tool in understanding client challenges and driving innovation. “Clients don’t have the same budgets they used to, which impacts our business. By using the customer research we gather, we can pinpoint their problem areas and find ways to assist them. We’ve shown empathy and asked ourselves, ‘What offerings or products can we provide to help mitigate their risks?’ This approach has strengthened our relationships and kept our contracts secure.”
Innovating with Purpose
A prime example of this approach is seen in ADCORP’s temporary staffing division. Client feedback revealed that unproductive staff were more problematic for clients than for ADCORP. In response, ADCORP implemented assessment tools to evaluate candidates on attributes like honesty, tenacity, and ethics. This ensured that only the highest quality candidates were short-listed for temporary positions, easing clients’ concerns and reinforcing ADCORP’s commitment to excellence.
By analyzing honest customer feedback, ADCORP not only makes necessary internal changes but also innovates with purpose. This isn’t innovation for the sake of it, but rather to make a meaningful difference in their clients’ businesses. This is the true value ADCORP brings to the table.
“I don’t see nlightencx as a supplier; I see them as a partner,” Rosa concludes. “They consistently help me achieve my goal of retaining every single customer.”
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