Ordnance Survey Top Customer Survey

Ordnance Survey (OS) has started on a period of change and transformation in 2017. This transformation includes a shift in position from data capture/delivery to providing content/solutions and professional services; restructuring to reflect business priorities; and extending our reach internationally as well as maintaining a GB focus. One of our strategic ambitions during this change is to maintain a customer-centric approach when carrying out our strategy.

In 2015 and 2016 Ordnance Survey (OS) commissioned an agency to conduct qualitative research with important B2B (businesses and partners) customers. B2G customers were included in 2015 but not 2016, as most had recently been contacted for another purpose. The aim of the research was to understand customer sentiment and perceptions. The results from this research fed into our internal KPI's and allowed OS to monitor customer reactions to service delivery and strategic plans.

The research conducted to date provides a useful snapshot about how OS are perceived, and has also highlighted that opinions can vary within an organisation, from person to person. This year OS would like to build on the research previously conducted, expanding the study to interview a few key personal within each organisation to compare (and contrast) feedback from different key stakeholders and providing a more rounded view about how OS are perceived within an organisation.

There is also a need to measure brand perceptions in more detail, including how OS compares to other mapping providers, and how OS is perceived amongst large organisations not currently buying licensing data directly from OS