Customer Satisfaction Surveys

Numerous large industry research projects, and academic research papers have linked customer satisfaction to customer loyalty. The journey towards customer satisfaction must therefore incorporate some form of measurement - how do you know where you are going tomorrow if you have no idea where you're starting from today?

There are various different ways of measuring customer satisfaction. Imonic's approach is to be flexible, although different ways apply dependent upon objectives. Since our work is in the main to do with effecting change and improvement, our techniques are developed with Imonic in mind as the customer of the data. Because we are only successful if we make improvements that impact on you, our customer satisfaction data must give us this opportunity.

Why are we different?

Our survey techniques are designed with Imonic in mind as the customer. After all, we must get visible opportunities to make customer impacting improvements from our surveys. We also have a few golden rules:

Rule 1: Solid Fundamental Basis

The quality of the questions you ask determines the quality of the results. Our approach is to audit the type, scope and breadth of interaction you have with different customers. These are identified using our specialist audit techniques and our WIGET™ model, which covers all interaction categories: WRITTEN, IN PERSON, GOODS/SERVICES, ELECTRONIC, TELEPHONE.

Using this model, we break up a client's function or business area, and are easily able to identify with precision, all of the key customer impacting interactions.

Rule 2: Objectivity

Results must have the ability to be remeasured after taking action, to avoid the 'good day', 'bad day' syndrome within feedback. We do this by asking for comparisons with other competitors (not necessarily named, but these can often be detected).

Rule 3: Response rate

Don't go to all this trouble for a poor response rate! Imonic have worked hard to develop a launch process that has never achieved less than 80% and usually achieves much higher.

Rule 4: Say thank you and tell customers what's next

Simple as it may seem, the majority of customer surveys don't formally thank the customer for their input, nor do they tell them what to expect next. You should have clarity about the next stage, and explain that this is not dependent on the results.

Rule 5: The analysis

Whilst carrying sufficient detail, the analysis must be simple and easy to understand. It should include simple numbers, colour codes and scales from which you can drill down to statistical review and even to an individual question level.

Rule 6: Ask for attributable data

Always ask the customer if the data can be attributed to them. You must know what ratings each client has given, and which explanatory comments have been made by whom. Do not let research codes of conduct dilute your opportunities - they are there to protect respondents not remove effectiveness, although of course this issue must be treated respectfully. Imonic have achieved attributable data for over 98% of customers surveyed.

Rule 7: The Presentation

Involve the key decision makers and discuss the results carefully. Remove any queries at the outset, agree the detail of the forward plan and get a summary of results to those that serve the customers being surveyed.

Rule 8: Clarity of Output

Output should include:

• Customers' satisfaction
• Position relative to competitors
• Hot spots - areas or functions which irritate the customer
• Quick wins - small things which can be fixed quickly
• Movements in performance since last measurement (both by client and competition).

Imonic have different survey formats and channels depending on your survey scope and objectives. Please contact us and let us know how many customers you have; whether business customers are of a high value, low value or mixed; or if it is a consumer survey you wish to undertake. If you could also highlight the objectives of your survey, we can suggest something tailored to suit you.

Refer to interactive and downloads for some insight into the different common measurement scales.