How to Conduct a Customer Satisfaction Survey?
Five key components to any customer satisfaction programme:
1. Who should be interviewed?
You can pick your clients along the following criteria: client size, profitability, products purchased and location (use your own criteria). You can have representative samples of you target market.
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 stadistic 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.
It allows you to identify ‘up-selling or cross-selling opportunities’ and the results can help used as a staff training tool, improve processes and selling points. It identifies areas that your sales and customer care team can address in order to improve your clients satisfaction levels.