Satisfaction study

The satisfaction survey is a particularly useful tool to raise the level of customer satisfaction knowing that:

  1. a ‘very satisfied’ customer is more loyal than a satisfied or unsatisfied customer
  2. 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:

  1. measure overall customer satisfaction and different benefits
  2. understand the main reasons for satisfaction and dissatisfaction
  3. identify solutions to address dissatisfactions
  4. measure to establish Year satisfaction indexes for comparison with subsequent years
  5. assess the extent of benefits received by customers
  6. set new expectations not yet considered
  7. recommend corrective axes to optimize supply

The benefits to be valued and expectations set include:

  1. technical and commercial assistance
  2. Value Proposition (products and services)
  3. competitiveness (price, quality / price ratio, time saving, productivity, etc.)
  4. distribution channels
  5. communication and marketing actions (product catalog, technical specifications, mailing, website, advertising, conferences, attendance at exhibitions, etc.)
  6. 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:

  1. qualitative research (focus groups and face-to-face interviews) to define measurement indicators, the reasons for satisfaction / dissatisfaction and solutions
  2. quantitative study (telephone or Internet satisfaction survey) to measure satisfaction, prioritize reasons, solutions, evaluate the importance of benefits and set expectations