The source of competitiveness in business ultimately comes down to the brand, benefits, value, customer service and the relationship you have with your customer.
So the insight you get from a Customer Satisfaction Survey can be key to understanding your customer's needs and their attitude towards your brand, and so be critical in determining your business strategy.
Work through the following:
- What are the objectives of your survey?
- To check the quality of service to different segments?
- To find out their level of commitment to your company?
- To pinpoint referral champions
- To evaluate the effectiveness of elements of your marketing strategy?
- Make sure that you discover the customer’s priority need/want.
When briefing the customer satisfaction survey make sure that you are gathering data on:
- Break down your survey into three sections:
- The area of interest.
- What you want to find out.
- The questions that will find this out for you.
- Methods of collection
- Email questionnaire (survey).
High volume, low cost, but busy people (who may have the most important insight) often don't respond in large numbers.
- Telephone interview.
Costly and labour intensive, but often very valuable and insightful.
May be used to check the qualitative and quantitative data coming from cheaper media (like email).
- Face to face interview.
Similar to using the telephone, but even more costly.
Can be used to give greater richness to results and to handle more sensitive issues.
- Web based questionnaire/survey.
Similar to email, but with the advantage that it can include a powerful drilling down capability to expand on particular answers, without the questionnaire becoming unmanageable.
- Focus group.
Relatively costly but because people spark off each other you can get greater insights.
Teleconferencing may be a cheaper option.
- An internal Suggestion Box.
Can supply good, honest statistically significant insight from your internal audience.
What is customer satisfaction?