With approximately 59,000 employees in over 30 countries and $24 billion in annual
revenue, Alcoa is a global leader in lightweight metals technology, engineering, and
manufacturing. As an example of the company’s dominance, more than 90% of all
alloys on today’s flying aircraft were developed by Alcoa.
Before using Qualtrics, the company relied on a costly third-party vendor to administer
its CX program. Aside from expenses, that vendor offered little flexibility in how surveys
were administered, and Alcoa often received results months too late to formulate
meaningful action plans. Faced with an unjustifiable price tag and NPS improvement
efforts that had plateaued, Alcoa turned to Qualtrics, a decision that gave them the
speed, depth of insights, and ROI they had been seeking.
Qualtrics gave Alcoa the means to direct every aspect of their CX efforts from within.
The company rolled out a program for each of its customers involving three main
surveys: an annual relationship survey, a transactional survey administered at the time
of a quote, and a second transactional survey at order fulfillment. Qualtrics’ superior
platform allowed Alcoa to dive in and analyze data collected through these surveys in
real time. Equally important, Qualtrics’ case management helped the company capture
and resolve service issues beyond their customers’ expectations on an ongoing basis.
Custom dashboards built by Qualtrics delivered complete visibility across the
organization so that everyone with the ability to improve the customer experience had
access to the information they needed to fuel their efforts.
The end results of the switch to Qualtrics? Alcoa cut the costs of their CX program by
50%, and were able to develop action plans based on the data they received months
faster, improvements that helped the company achieve a 2:1 ROI on its program. The
NPS results were just as impressive - Alcoa benefitted from a 13-point increase in NPS,
a target that the company had strived for but had never been able to achieve.