The satisfaction survey is a particularly useful tool to raise the level of customer satisfaction knowing that:
- a ‘very satisfied’ customer is more loyal than a satisfied or unsatisfied customer
- customer loyalty comes cheaper than acquiring new customers
This tool is part of the corporate quality management suite and complies with the following awards: ISO 9001: 2008, EN 9100, ISO 13485 … ISO 17025 accreditation, ISO 15185.
The objectives of the satisfaction survey are to:
- measure overall customer satisfaction and different benefits
- understand the main reasons for satisfaction and dissatisfaction
- identify solutions to address dissatisfactions
- measure to establish Year satisfaction indexes for comparison with subsequent years
- assess the extent of benefits received by customers
- set new expectations not yet considered
- recommend corrective axes to optimize supply
The benefits to be valued and expectations set include:
- technical and commercial assistance
- Value Proposition (products and services)
- competitiveness (price, quality / price ratio, time saving, productivity, etc.)
- distribution channels
- communication and marketing actions (product catalog, technical specifications, mailing, website, advertising, conferences, attendance at exhibitions, etc.)
- consumer recommendation capacity…
After conducting the first satisfaction survey, a satisfaction barometer (renewal of the study in a defined frequency) should be established to determine the impact of the corrective actions implemented and discover new expectations.
Generally, the satisfaction study includes two phases:
- qualitative research (focus groups and face-to-face interviews) to define measurement indicators, the reasons for satisfaction / dissatisfaction and solutions
- quantitative study (telephone or Internet satisfaction survey) to measure satisfaction, prioritize reasons, solutions, evaluate the importance of benefits and set expectations