CX & Market Research - GCAIS
The brief
Established in 1975 by a local group of residents, Gymea Community Aid and Information Service (GCAIS) is an incorporated not-for-profit association based in Gymea in the Sutherland Shire. It is overseen by a volunteer Board, funded by a range of government agencies, and run by a small group of paid staff and dedicated volunteer team.
With a vision, “to be a dynamic community force in bringing self-reliance, dignity and wellbeing to people’s lives”, GCAIS connects people to opportunity by providing a broad range of community development programs and initiatives that champion the themes of diversity, social inclusion, participation, independence and wellbeing.
In April 2022, GCAIS engaged Saie Comms to lead the delivery of a CX Research project to assist them in gaining a deeper understanding about their current and prospective customer portfolio. With an aim to ensure that all current and future offerings (programs and services) would remain client focused, well-researched and evidence-based, this project involved looking for what gaps exist and where there were opportunities to improve and innovate programs, services, CX and service delivery.
Methodology
To uncover these insights, a custom-designed methodology was developed, involving:
Desktop research and data reviews (analysis of primary and secondary data points)
Staff interviews
A client survey
A community survey
Dedicated hours spent completing CX observations
Client focus groups (segmented)
Custom-designed client workbooks
Examination of anecdotal evidence.
Deliverables
At the end of this work, GCAIS received:
an expanded set of validated personas
a research report that clearly articulated: insights and themes relating to client needs, painpoints and segments; potential gaps or opportunities for improving programs and services, CX and service delivery.
Client Feedback
“I would like to acknowledge Jillian Betts of Saie Comms for the work she has delivered to our organisation. The extensive Market Research Project was a brief that was given to Jillian together with a request to help scope out the information that would be valuable for the future of our organization and clients.
This project and the final report has become our baseline document in decisions around services and products, and it has created a higher-level of understanding around what our clients expect from us and what it takes to retain them. The result has been that we are building a more sustainable and aligned organisation to meet community needs.In addition, the prompt timing and professional quality of design involved in marketing communications has cemented our reputation as a reliable and trusted organisation. I would not hesitate in recommending Saie Comms to other organisations requiring support.”
- Joanne Cracknell | General Manager
Gymea Community Aid and Information Service
