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For UK financial advisers use only. This information has not been approved for use with customers. If you are a customer, please go to aviva.co.uk

Customer Satisfaction Surveys

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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:

  1. What are the objectives of your survey?

    For example:

    • 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?

  2. 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:

    • What customers need/want, but also
    • How important each particular need/want is to them.

      Getting them to rank their needs/wants will be very valuable.

  3. 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.

  4. 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?