About us
About us at MarketDirection
Here you can read about MarketDirection and our story. Since we started in 2004, we have helped many clients improve customer experience, customer loyalty and employee engagement – with increased growth as a positive knock-on effect. It is a privilege and a genuine joy to be part of these change journeys. We love what we do and we are truly grateful for the trust our clients place in us – allowing us to guide them as they grow together with their customers.
Dedicated CX & NPS experts
Top 4 reasons our clients choose us
From the very beginning, customer-driven business development has been our niche. Using the NPS methodology, we have developed a powerful model and a well-proven way of working that helps our clients build sustainable customer relationships that drive growth.
Over the years, through a wide range of long-term engagements, we have built deep expertise in the field. This makes us a reliable partner – one who is also happy to challenge and encourage you to move your loyalty work forward through development and change. We help you find a faster route to a more profitable business.
So far, we have delivered projects on every continent except Antarctica.
With more than 20 years of experience, we were the first consultants in Sweden to be certified in NPS by the founders of the methodology – and we are also licensed users. We know this loyalty and change methodology inside out, and we have further developed it to create even greater value and impact for our clients and their audiences.
As an end-to-end provider of NPS programmes, we can support your customer-centred work with the parts your organisation needs.
This may involve specific areas, such as strategy, analysis, advisory, smart system solutions for collecting customer feedback, turning results into action, training & coaching… or setting up and running the entire programme. We tailor our solutions to your specific needs.
This is exactly the right way of working when you want to follow in the customer’s footsteps – developing in an agile way, staying flexible, and continuously adapting based on the customer.
Smart surveys, user-friendly results portals and automated data flows are part of what keeps our NPS programmes at the forefront. And through continuous learning, we stay up to date with new insights and trends – enabling us to offer solutions that deliver maximum impact.
Our story – part 1
MarketDirection was founded in 2004 when we saw a strong need for organisations to listen to their customers and make use of their experience and insight in development work. Too often, organisations were guessing what customers thought and felt, developing their business based on assumptions rather than real customer opinions, experiences and needs.
What was missing was a simple, cost-effective way to make the customer a natural part of development. We wanted to change that. The solution became business-specific customer panels with thousands of customers who regularly shared feedback through short email surveys. This provided fast customer input to decision-making, created more confident decision support, and led to solutions customers genuinely wanted and needed.
Customer-driven development – part 2
In our clients’ organisations, we symbolised the customer panel with an empty chair at leadership and project meetings. The empty chair belonged to the customer, making it easy to “turn to the customer chair” during discussions and consider their views on different questions.
After each survey, everyone in the customer panel received feedback on how the organisation had used the results in its development. We noticed that customers in the panel became more positive towards the organisation the more they were involved. That made us curious as to why. The answer turned out to be the dialogue created through the follow-ups – strengthening trust and the relationship with the organisation.
Growth with customers – part 3
In 2008, we came across Net Promoter Score (NPS) , which aligned perfectly with our experience of measuring customer loyalty through panels. At the time, very few organisations were working with NPS. Based on what we had learnt and the value we saw clients gain from using NPS®, we quickly decided to specialise in this loyalty methodology.
The greatest value of the methodology was never the metric itself. Instead, the value lies in identifying what drives customer loyalty through surveys – and, crucially, how the organisation manages and acts on the results. The success sits in the change process.
Extra growth power – part 4
To create a truly effective change process, we developed processes, ways of working and activities that involve employees in loyalty work. The methodology started to spark employees’ curiosity about working with NPS.
This increased employee engagement, alongside efforts to improve wellbeing at work – resulting in even better customer experiences and higher customer loyalty. A rather unbeatable win-win effect.
That is a little of our story and development.
Experienced and capable travelling companions
Our own development journey has been incredibly motivating and great fun. We are very proud of our work helping organisations grow and become more profitable together with their customers and employees.
Over the years, we have delivered countless survey projects, NPS programmes and change journeys, and today we hold a strong market position as the Nordic region’s leading NPS experts.
A position we intend to keep. That requires high quality and a high level of service – and continuously staying at the forefront with smart surveys and portals, automated data flows and specialist methodology. With our dedicated team, that is not a problem.
Social commitment for a better world
We believe everyone who can should contribute to society for a healthier world. Since 2017, MarketDirection has supported Médecins Sans Frontières by providing ongoing surveys, analysis and development advice at no cost. Through this support, we hope to help save more lives and contribute to improving living conditions for people around the world who find themselves in vulnerable situations.
Our goal is to help Médecins Sans Frontières gain more truly satisfied donors who continue to support their life-saving work.
Our values
The foundation of everything we do is high quality and a high level of service. But those are not our values – they are hygiene factors.
Our ambition is to “create truly loyal customers and inspired employees for our clients”. To achieve that ambition, we have values that give us the framework for how we work and what we strive for.
We provide a high level of service
We stay in close dialogue
We are highly accessible
We have strong commercial understanding
It should be enjoyable to work with us
It should be enjoyable to work here
We are personal
We bring positive energy
We stand by our expertise
We bring suggestions
We ask the difficult questions
We broaden perspectives
We listen to our clients
We listen to each other
We understand challenges
We recognise constraints and conditions
GDPR & industry guidelines
We take the handling of personal data extremely seriously and always do so with care, strong security and integrity. This has always been the case, but when GDPR was introduced we were early in preparing for the rules and requirements that apply today.
In addition to GDPR and our clients’ instructions, we follow industry guidelines such as ESOMAR and SWEDMA for carrying out surveys.
Trust and integrity are two vital principles for us. This should be felt not only by our clients, but by everyone who receives a survey from us.
