Satisfied customers usually return and buy more, they tell other people about their experiences, and they may well pay a premium for the privilege of doing business with a supplier they trust.
Statistics are bandied around that suggest that the cost of keeping a customer is only one tenth of winning a new one. Therefore, when we win a customer, we should hang on to them. Conducting a customer satisfaction survey is a good way to start measuring where you stand in terms of customer loyalty. Why is it that we can think of more examples of companies failing to satisfy us rather than when we have been satisfied? There could be a number of reasons for this. When we buy a product or service, we expect it to be right.
That is what we paid our money for. Add to this our world of ever exacting standards. We now have products available to us that would astound our great grandparents and yet we quickly become used to them.
The bar is getting higher and higher. At the same time our lives are ever more complicated with higher stress levels. Delighting customers and achieving high customer satisfaction scores in this environment is ever more difficult. And even if your customers are completely satisfied with your product or service, significant chunks of them could leave you and start doing business with your competition.
A market trader has a continuous finger on the pulse of customer satisfaction. Direct contact with customers indicates what he is doing right or where he is going wrong.
Such informal feedback is valuable in any company but hard to formalise and control in anything much larger than a corner shop. For this reason customer surveys are necessary to measure and track customer satisfaction. Developing a customer satisfaction programme is not just about carrying out a customer service survey. Surveys provide the reading that shows where attention is required but in many respects, this is the easy part. Very often, major long lasting improvements need a fundamental transformation in the company, probably involving training of the staff, possibly involving cultural change.
The result should be financially beneficial with less customer churn, higher market shares, premium prices, stronger brands and reputation, and happier staff. However, there is a price to pay for these improvements. Costs will be incurred in the market research survey. Time will be spent working out an action plan. Training may well be required to improve the customer service. The implications of customer satisfaction studies go far beyond the survey itself and will only be successful if fully supported by the echelons of senior management.
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. The adage in market research that we turn to again and again is the need to ask the right question of the right person.
Finding that person in customer loyalty research may require a compromise with a focus on one person — the key decision maker; perhaps the transport manager in the example of the trucks. If money and time permit, different people could be interviewed and this may involve different interviewing methods and different questions.
The traditional first in line customer is an obvious candidate for measuring customer satisfaction. But what about other people in the channel to market? If the products are sold through intermediaries, we are even further from our customers. A good customer satisfaction program will include at least the most important of these types of channel customers, perhaps the wholesalers as well as the final consumers.
One of the greatest headaches in the organisation of a b2b customer satisfaction survey is the compilation of the sample frame — the list from which the sample of respondents is selected. Building an accurate, up-to-date list of customers, with telephone numbers and contact details is nearly always a challenge.
The list held by the accounts department may not have the contact details of the people making the purchasing decision. Building a good sample frame nearly always takes longer than was planned but it is the foundation of a good customer satisfaction project.
Customer satisfaction surveys are often just that — surveys of customers without consideration of the views of lost or potential customers. Lapsed customers may have stories to tell about service issues while potential customers are a good source of benchmark data on the competition.
If a customer survey is to embrace non-customers, the compilation of the sample frame is even more difficult. The questionnaire design and interpretation are within the control of the researchers and these are subjects where they will have considerable experience.
In customer satisfaction research we seek the views of respondents on a variety of issues that will show how the company is performing and how it can improve. High level issues are included in most customer satisfaction surveys and they could be captured by questions such as:.
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. What do they consider important? These factors or attributes will differ from company to company and there could be a long list.
They could include the following:. The list is not exhaustive by any means. Cryptic labels that summarise specific issues have to be carefully chosen for otherwise it will be impossible to interpret the results.
What is Net Promoter Anyway? In a nutshell, a company called Satmetrix and a guy named Frederick Reichheld did some research in to determine the customer satisfaction question s that best predict positive future behavior—namely, repeat purchases and customer referrals. Even better would be actual behavior from your customers.
Demographic Questions It is usually useful to slice and dice your data by customer type. Customer type could be males vs. These demographic questions will be specific to your company and industry, but it can be very useful to segment satisfaction scores in order to see if there are any notable differences in the data. For example, you might find that customers who purchased your product via the Web are far less satisfied than those who purchased the product in person. Simply segmenting your survey results in this way can provide actionable insights to improve satisfaction.
Examples of common demographic questions include: Without an open-ended question, you might leave respondents frustrated, as they have no way to tell you those burning thoughts in their minds. If you have a lot of respondents, these open-ended responses will not be easy to summarize or report, but do take the time to read through each one.
In many cases, the most insightful data will come from these free-form comments. Yet knowing what to ask, and then creating a survey from scratch, can be a daunting task. The latest version of live chat benchmark report is based on real world data and with suggestions from customer service experts.
Discover the latest customer service trends and live chat metrics to inform your CX and online sales strategy. Customer support is the main touch point between your customer and your company. Making sure that your customers are having an optimal experience with your agents can be just as important as their happiness with your product or service — a good customer support team inspires loyalty and trust.
To understand how crucial the relationship between your customer service team and your customer is, consider these statistics on displeased US consumers from NewVoiceMedia:. Unfortunately, what your site lacks may be invisible to you and your staff.
Questions for Customer Service. Customer support is the main touch point between your customer and your company. Making sure that your customers are having an optimal experience with your agents can be just as important as their happiness with your product or service – a good customer support team inspires loyalty and trust.
Customer service interviews may include a number of different question types. Many will be common interview questions you might be asked for any job, such as questions about your employment history, your educational background, your skills and qualifications for the job, and your goals for the future.
This article enlists 20 market research questions to ask your customers and create a highly sustainable brand. What Market Research Questions should I ask Customers? customer service, ethos and perception amongst peers, consumers and . There are two commonly asked behavioral questions used in customer satisfaction research surveys: A) How likely are you to recommend (company/product/service) to a friend? B) How likely are you to buy from (company) again?
Here are our top 50 Customer Service Interview Questions, including advice on how to answer them - Great for a Call Centre and team leader interviews. Describe a situation when you have helped drive a business change as a result of customer research/analysis. vish 26 May at pm. The adage in market research that we turn to again and again is the need to ask the right question of the right person. This places considerable onus on the researcher to design a customer service survey that will accurately show real differences, one survey to another. The purpose of customer satisfaction research is to improve.