How to approach … customer satisfaction research
28 October 2021
28 October 2021
Last month I blogged about what you need to consider when conducting employee engagement research, for the second instalment in this mini-series I’m looking at customer satisfaction research.
This is the one piece of research that every organisation – no matter how big or small – should be conducting on a regular basis. Without happy customers then no business can succeed, so it’s essential that you have a way to gauge how satisfied your customers are.
A review online isn’t the same as a customer satisfaction survey. Online reviews are most likely to be completed by those who are very happy or very unhappy with the product/ service you provide. If the experience was ok, it’s unlikely they’ll leave a review. Of course, a good set of online reviews are important but they aren’t a replacement for customer satisfaction research.
Some clients have said to me that they are put off from starting a customer satisfaction programme because it feels like a huge mountain to climb. It doesn’t have to be at all. You could start by sending a questionnaire when a customer has purchased from you. If you are selling a physical product, then include a note with each parcel with a link to online questionnaire. If you are a service based provider then ask your customer to complete the survey once the first invoice has been paid.
Before you start, here are some key considerations
But the most important thing is to start, get a programme in place – you’ll be amazed at the value it brings and the number of improvements you’ll be able to make to your business.