Checklist

1. What are the survey objectives?

• Increasing customer satisfaction and loyalty
• Identifying market potentials
• Planning advertising measures and monitoring advertising success
• Analyzing the customer value
• Positioning the company against its competitors
• Determining the company value (due diligence)

2. What are the information objectives and what do I need the information for?

• Customer satisfaction
  • General  (overall) customer satisfaction
  • Satisfaction with selected areas of business performance (e.g. customer service, product performance, performance of salesmen, agents, dealers)
    
  • Causes for satisfaction and dissatisfaction
  • List of priorities for measures of improvement (that increase customer satisfaction in the most efficient way)
    
  • Checking/monitoring measures of improvement
    
  • Degree of customer loyalty

• Market potential
  • Knowledge of existing customers about your product/service portfolio
  • Knowledge of potential customers about your product/service portfolio
  • Opportunities of your product/service portfolio with customers
    

• Advertising planning and monitoring advertising success
  • Media usage of the target group to determine the right advertising media
  • Monitoring success based on the sales trend
  • Improving awareness
  • Changing the image
    

• Customer analysis
  • Determining customer groups (customer segmentation)
  • Analyzing customer loyalty
  • Establishing the actual value / potential of a customer (to justify expenditure like customer visits / sales calls, special efforts)
    

• Competitive analysis
  • Analysis of strengths and weaknesses
  • Benchmarking aspects
  • Image-related factors
  • Ranking of major competitors
    

• Who do I need the information for?
• Internal recipients
  – Company management
  – Marketing-/sales-/service management
  – Quality management
  – R&D or production
• External recipients
  – Customers
  – Certification authorities
  – Financial institutions or other companies
  – Media

• When do I need the information?
  • Just once and fast for short-term decisions
  • Continuously for supporting and controlling my decisions

3. Which information and data is to be used?

• Already existing material (data quality - date of the survey/data generation, trends, representative?)
• Still to be collected
• Or both

4. Which target groups are to be surveyed?

• All active customers
• Random sample of x % of all customers
  
• Selected customers (e.g. only A and B clients)
• Lost customers
• (Potential) desired customers
• Dealers
• Managers/directors
• Purchasing agents
• Service and/or product users (end users)

5. Where is the information to be collected?

• Nationally
• Internationally (e.g. Europe, worldwide, limited to certain regions)
  

6. Which languages are to be used for the survey?

• English
• German
• National language of each country
• One language per region (e.g. Chinese in Asia, Spanish in South America, English in Northern Europe, Russian in Eastern Europe)
  

7. Who is going to conduct the market and/or customer survey?

• My own staff, if
  • free capacities and resources exist
  • (necessary) know-how exists
  • experience and software, if necessary, exist
  • conflicts of interest, "coloring" of results (i.e. interpretation/misinterpretation) are tolerable
  • evaluation, analysis and interpretation of the results is ensured
    

• An external provider, if
  • he has professional (industry/market) know-how
  • impartiality and neutrality are indispensable
  • professional statistical/analytical methods are preferable
  • neutral presentation and discussion of results is required
  • good price-performance ratio is important
  • fast and efficient execution is desirable

8. How do I want the data to be presented?

• Results depending on the recipient of the information
  • Tables, diagrams, charts, text
  • Management summary
  • PowerPoint presentation by the researcher/analyst
  • Re-use, e.g. in CRM
  • Analysis combined with data from other sources
  • Feedback report for customers
  • Special reports for banks, media etc.

If you need more detailed advice, just click on Contact and send us a message! Or send this questionnaire by fax with your marks, wishes and ideas. You will receive our quotation within a few days.
FAX No.: +49(0)2137-9178817

This checklist is also available as a PDF file for downloading and printing (190 kb).

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