Customer Satisfaction Surveys
Our entire business at Call Management is completely focused on customer satisfaction levels so it is only logical that we would offer this as a service to our clients
Satisfied customers usually return and become loyal and long term customers. Positive buying experiences are contagious as satisfied clients will tell other people and start a snowball that grows and grows.
It is believed and understood that the cost of keeping a customer is only one tenth of winning a new one. It stands to reason that we should value and look after our existing clients as they are the life blood of our business.
We have carried out numerous ‘Customer Satisfaction Surveys’ since our foundation in 2001. The brief has been very diverse depending on the client, product and industry sector.
In our opinion there are five components to any customer satisfaction programme:
1. Who should be interviewed?
Do you pick all your clients along the following criteria client size, profitability, products purchased and location (use your own criteria).
2. What should be measured?
A normal survey would consist of at least 10 questions with 2 of them being open ended. You can agree with your in-house team what needs to be measured in relation to customer satisfaction with your service offering.
3. How should the interview be carried out?
Depending on your budget and the nature of your business, you can commission telephone surveys, face to face surveys, e-mail and on-line replies and/or focus group interviews.
4. How should satisfaction be measured?
It is important to have a large number of questions that are measurable by mathematical methods. The opened questions are subjective and allows your clients to express their opinion are have extremely valuable information to improve your service levels.
5. How to use customer satisfaction surveys to greatest effect?
There are numerous ways you can use the results to improve your service levels.
In the car industry they are used to improve their customer satisfaction percentages with the car distributor as the individual car dealer learns about problem at an early stage and can fix them immediately.
It allows you to identify ‘up-selling or cross-selling opportunities’ and the results can help used as a staff training tool. It identifies areas that your sales and customer care team can address in order to improve your clients satisfaction levels.
A good Customer Satisfaction Programme will improve the bottom line. The most important element to remember is that all programmes are unique. They can be tailored and changed as your client’s expectations and your company’s requirements are continuously evolving