Case Study: Customer Perception Gap Analysis for a Large UK Composter

Client: Large UK-based composting and organics recycling operator 

Project Overview

The WasteVyne was commissioned to undertake an independent customer insight study to support the client’s future communications strategy and customer engagement approach. The study was designed to capture both external customer feedback and internal employee perceptions, providing a structured view of customer experience across multiple touchpoints.

Objectives

• Inform communications across website, social media, marketing and sales activity
• Improve understanding of customer interactions and back-office support experience
• Capture feedback across multiple customer segments
• Identify any gap between customer reality and internal perception

Methodology

The WasteVyne delivered a structured customer feedback programme across key customer segments, using a consistent framework to enable comparison while reflecting segment-specific needs. In parallel, an internal customer perception study was conducted to understand how employees believed the organisation was experienced by customers.

Customer Perception Gap Analysis

External customer feedback and internal perceptions were compared and presented as a Customer Perception Gap Analysis. This highlighted areas of alignment and difference across communications, customer interactions and support processes. Feedback also referenced areas of excellence and noted alternative service approaches observed elsewhere in the market. No judgement or prioritisation was applied.

Outcome

The study provided the client with a clear, evidence-based insight to support future communications, internal alignment and informed discussion around customer experience and service delivery.