Customer satisfaction
Customer satisfaction surveys
Usually a customer analysis survey is based on 50 to 700 telephone interviews with questions stimulating the customer to talk openly about strengths, weaknesses and opportunities, also in relation to competitors.
Larger surveys are also conducted online or in writing. But particularly in the B2B area, telephone or personal interviews reveal facts which simply remain unsaid in the day-to-day routine business, even if you have a very close business relationship. For B2B customers, telephone interviews offer enormous advantages compared to other instruments (see table "survey/interview tools" for pros and cons).
Customers are probably the most valuable "asset" of your company. Therefore it is of utmost importance that the interviewer leaves your customer with a positive impression. The interview needs to be conducted in a professional manner, i.e. the interviewer must know what he or she is talking about. He or she needs to give the interviewee enough time for responding, collect and understand important details and motivate the interviewee to explain answers in greater detail, if necessary. He or she must be able to listen actively and remain friendly under all circumstances. A competent interviewer needs good training, experience and a quiet environment (no background noise as in call centers, but a separate office!).
As a special form of our customer satisfaction survey, we offer a recurrent trend analysis, a systematic, continuously operating management information system (MIS) providing up-to-date and detailed information about customer satisfaction. We will recommend suitable intervals depending on the situation of your company and industry but, obviously, the decision on frequencies is with you.
It serves to quickly identify changes in the market or in the behavior of competitors as well as problems in the customer relationship thus enabling immediate reaction. Moreover it helps you to monitor the impact of your organizational, advertising and other activities in the market.
Customer satisfaction and employee satisfaction are the two sides of the same coin!
Knowledge speaks but wisdom listens ...
