Measurement tools such as questionnaires and survey mechanisms are used by our teams. We help you to know your customers before evaluating their satisfaction or loyalty levels from the data collated. Critical assessment of sales and marketing performances as well as decisions on innovation and product mixes can also be derived from these studies.
Are your clients satisfied with your products and services? Does the quality of your services surpass or fall short of member expectations? Is the whole customer experience (facility layout, speed of service, staff courtesy) a positive one? What improvements do your clients suggest? This is just a sampling of the types of questions that a SOM satisfaction study may be designed to answer. Survey your clients to:
The clients that come back are the ones that are satisfied. Make sure your client retention toolbox is well-equipped.
Are your employees satisfied with their work? SOM can assess their perceptions and satisfaction when it comes to several areas of their work life such as management, organization of work, communication, training, compensation, working conditions or health and workplace safety. Survey employees to:
Satisfied employees are more motivated and productive. Give yourself the tools to refine your human resources management strategies and reach your business objectives.
Some products and services are chosen and consumed by individuals with little influence from others. The choice of a brand of cigarettes is very personal and it is clear who should be interviewed to find out satisfaction with those cigarettes. But who should we interview to determine the satisfaction with breakfast cereal? Is it the person that buys the cereal (usually a parent) or the person that consumes it (often a child)? And what of a complicated buying decision in a business to business situation.
Who should be interviewed in a customer satisfaction survey for a truck manufacturer – the driver, the transport manager, the general management of the company? In other b2b markets there may well be influences on the buying decision from engineering, production, purchasing, quality assurance, plus research and development. Because each department evaluates suppliers differently, the customer satisfaction programme will need to cover the multiple views.
It is at the more specific level of questioning that things become more difficult. Some issues are of obvious importance and every supplier is expected to perform to a minimum acceptable level on them. These are the hygiene factors. If a company fails on any of these issues they would quickly lose market share or go out of business. An airline must offer safety but the level of in-flight service is a variable. These variables such as in-flight service are often the issues that differentiate companies and create the satisfaction or dissatisfaction.
Customer facing staff in the research-sponsoring organisation will be able to help at the early stage of working out which attributes to measure. They understand the issues, they know the terminology and they will welcome being consulted. Internal focus groups with the sales staff will prove highly instructive. This internally generated information may be biased, but it will raise most of the general customer issues and is readily available at little cost
There are some obvious indicators of customer satisfaction beyond survey data. Sales volumes are a great acid test but they can rise and fall for reasons other than customer satisfaction. Customer complaints say something but they may reflect the views of a vociferous few. Unsolicited letters of thanks; anecdotal feedback via the salesforce are other indicators.
These are all worthwhile indicators of customer satisfaction but on their own they are not enough. They are too haphazard and provide cameos of understanding rather than the big picture. Depth interviews and focus groups could prove very useful insights into customer satisfaction and be yet another barometer of performance. However, they do not provide benchmark data. They do not allow the comparison of one issue with another or the tracking of changes over time. For this, a quantitative survey is required.
Customers express their satisfaction in many ways. When they are satisfied, they mostly say nothing but return again and again to buy or use more. When asked how they feel about a company or its products in open-ended questioning they respond with anecdotes and may use terminology such as delighted, extremely satisfied, very dissatisfied etc.
Collecting the motleys variety of adjectives together from open ended responses would be problematical in a large survey. To overcome this problem market researchers ask people to describe a company using verbal or numeric scales with words that measure attitudes.Measuring satisfaction is only half the story. It is also necessary to determine customers' expectations or the importance they attach to the different attributes, otherwise resources could be spent raising satisfaction levels of things that do not matter.
The scores that are achieved in customer satisfaction studies are used to create a customer satisfaction index or CSI. There is no single definition of what comprises a customer satisfaction index. Some use only the rating given to overall performance. Some use an average of the two key measurements – overall performance and the intention to re-buy (an indication of loyalty). Yet others may bring together a wider basket of issues to form a CSI.
Someone once told that the half way point in a marathon is 22 miles. Given the fact that a marathon is 26.2 miles it seemed that their maths was awry. Their point was that it requires as much energy to run the last 4.2 miles as it does the first 22. The same principle holds in the marathon race of customer satisfaction. The half way point is not a mean score of 5 out of 10 but 8 out of 10. Improving the mean score beyond 8 takes as much energy as it does to get to 8 and incremental points of improvement are hard to achieve
If you want your business to grow, it's critical that you keep your existing customers happy. To do so, you'll need to measure and understand customer satisfaction. Customer satisfaction is defined as a client's overall level of satisfaction from using your product or service. Our expert-written customer satisfaction template was written by experts to help you get started. From convenience to professionalism, customer satisfaction surveys let you effectively gauge customer satisfaction and build a stronger business strategy.
Understanding your clients and meeting customer expectations will help you offer better products and services day in and day out. How do you compare to competitors? Do customers feel like you offer value and quality? Would they recommend you to someone else? Our customer satisfaction template can help you answer these questions and more. You can also customize our templates and add questions if there's a part of the customer experience you want to explore more fully.