+44 (0)203 693 3150

GE Capital International Case Study Vision One

GE Capital Success Story

The Challenge

GE Capital, the financial services division of General Electric, supports customers closely aligned with GE’s industrial businesses. To maintain service excellence across diverse European markets, GE Capital needed a clearer understanding of customer satisfaction within its Commercial Distribution Finance (CDF) division.

The challenge was to assess satisfaction across products and services while capturing nuanced, market-specific feedback. Importantly, GE Capital required insight that went beyond headline metrics, enabling it to understand customer sentiment, identify improvement opportunities and prioritise actions across a complex, multi-country B2B customer base.

GE Capital Financial Market Research Case Study

Research Objectives

The research was designed to provide a detailed view of customer satisfaction across GE Capital’s European CDF customers. The key objectives were to:

  • Measure overall customer satisfaction across GE Capital products and services
  • Understand satisfaction drivers and pain points within the CDF offering
  • Capture qualitative feedback to contextualise satisfaction scores
  • Identify opportunities for service improvement across European markets
  • Provide actionable insight to support ongoing product and service optimisation

Together, these objectives aimed to deliver both diagnostic understanding and practical guidance for improvement.

Research Approach

Vision One implemented a qualitative-led, multi-market research programme across Europe. The approach included:

  • 63 in-depth telephone interviews with GE Capital customers
  • Coverage of multiple European markets
  • Interviews conducted in six languages: English, French, German, Dutch, Swedish and Italian
  • Use of a structured discussion guide to ensure consistency across markets
  • Qualitative probing to capture detailed opinions, experiences and recommendations

This approach enabled GE Capital to gain rich, comparable insight while respecting linguistic and cultural differences.

Findings

The research delivered a clear view of customer satisfaction levels across GE Capital’s European CDF customer base. It highlighted how customers evaluated different aspects of GE Capital’s products and services, identifying both strengths and areas for improvement.

The qualitative depth of the interviews provided valuable context behind satisfaction ratings, uncovering specific customer opinions, expectations and recommendations. These insights enabled GE Capital to move beyond surface-level metrics, gaining a more holistic understanding of customer experience across markets and customer types.

Action & Recommendations

The findings provided GE Capital with detailed, evidence-based insight into customer satisfaction across Europe. This enabled the business to identify priority areas for improvement and refine products and services accordingly.

The research supported more informed decision-making, helping GE Capital strengthen customer relationships, enhance service delivery, and maintain competitiveness within complex B2B financial markets.

Financial Market Research Company - VIsion One
Kendra Furey, Head of Brands (Vision One)

Related Services

Financial Market Research
Focus Group
Telephone Interviews
Online Surveys
Qualitative Research
Heineken Vision One

The Challenge As the leading on-trade lager brand in Ireland, Heineken enjoys widespread presence across pubs and bars. However, in an increasingly crowded and competitive on-trade environment, visibility alone is not enough. Heineken needed to understand how point-of-sale material influenced real-world purchasing decisions, particularly the choice of first drink. The challenge was to determine how the volume, type and placement of POS affected behaviour across different bar environments, including single-branded, mixed and competitor-dominated venues, and to identify which executions genuinely delivered impact and return. Research Objectives The research was designed to understand the behavioural role of point-of-sale material in driving on-trade purchase decisions. The key objectives were to: Together, these objectives aimed to inform more strategic, evidence-led on-trade support. Research Approach Vision One, working with its Advanced Research Unit, developed an innovative, behaviour-led methodology. The approach included: This approach enabled robust testing of POS impact in controlled yet realistic scenarios. Findings The analysis revealed a clear and measurable relationship between point-of-sale branding and the selection of the first drink. The research demonstrated that both the placement and type of POS materially influenced choice, with certain executions consistently outperforming others. Importantly, results varied by environment, with different POS formats performing strongest…

Heineken Eye-Tracking Study

Aerial shot of a suburban neighbourhood showing rows of houses, green gardens, and tree-lined streets.

Saxon Weald is a leading charitable housing association providing high-quality, affordable homes and services across Sussex and Hampshire, helping communities thrive through long-term investment.

Saxon Weald Housing Corporate Plan

Onward Living Housing Case Study by Vision One

The Challenge Onward Living specialises in the sale of new-build homes, primarily to first-time buyers through shared ownership. During the COVID-19 pandemic, significant uncertainty emerged around employment, income stability and the housing market. Onward Living needed to understand how these changes were affecting both short- and long-term home-buying intentions. The challenge was to assess how the pandemic was influencing buyer confidence, decision timelines and appetite for shared ownership, and to identify how housing providers could adapt their approach to reassure buyers and remain relevant during a period of economic instability. Research Objectives attitudes and intentions among prospective homebuyers. The key objectives were to: Together, these objectives aimed to inform Onward Living’s strategy and communications during disruption. Research Approach Vision One conducted a quantitative online survey to capture shifts in buyer behaviour and sentiment. The approach included: This approach enabled robust comparison of attitudes across different stages of the pandemic and provided scalable insight. Findings The customer research showed that COVID-19 had a significant impact on the decisions of those planning to buy a home within the next 12 months. Concerns around household income, economic stability and future house prices were key drivers of hesitation. Shared ownership became more appealing under…

Onward Living Housing Research Study