Customer Satisfaction Surveys

Customer Satisfaction Survey Case Study

A leading hotel chain, which had engaged NBRI for customer surveys for over ten years, contacted NBRI shortly after the terrorist attacks of 9/11. They could see a disastrous short-term financial picture and knew they had to take action immediately. This meant investing a small amount of money to implement customer satisfaction surveys in order to gain millions of dollars of business in an economy that had suddenly become hostile to the travel industry.

NBRI recommended its Standard Customer Satisfaction Survey, customized for the Client, but in its usual format, which has respondents rank items in order of importance before rating the Clients performance with regard to the same items. The customer survey was deployed to a small, stratified, random sample of customers - no more and no less than was needed to obtain data that was truly representative of the thinking of the entire customer population at a 99% Confidence Level, and at a fraction of the cost of surveying everyone.

The study revealed a very different root cause of customer satisfaction than had been the case just a few months earlier. Price was no longer a primary driver of this Client's customers' perceptions. Security was not a root cause, either, as might have been assumed. Even the avoidance of air travel was not driving the factors that make up customer satisfaction for this Client. The NBRI Root Cause Analysis revealed that the driver of over 55% of the perceptions of this Client's customer population was the friendliness of the staff. Even the customers were unaware of what was causing them to rate a majority of survey questions higher than they would have, had the staff been less friendly, but with high-level statistical analyses, NBRI has the capability of analyzing the opinions, beliefs, and behaviors of human populations like none other.

Per NBRI's recommendations, the Client proactively leveraged this crucial information from the customer satisfaction survey and alleviated what could have been disastrous financial results. Indeed, the Revenue per Guest has shown significant increases with every intervention to their Root Cause, including those following the attacks of 9/11.

Customer Survey White Papers

Customer Satisfaction Survey Related Topics

Keeping Your Customers - Too many businesses depend upon their ability to generate new customers and fail to realize the dramatic impact on their bottom line if they could just stop losing the ones they already have! What can be done to improve customer satisfaction? Data from customer surveys can help.

Why and How to Measure Customer Satisfaction - Measuring customer satisfaction is very important, and distinguishing between degrees of satisfaction is crucial. Why? How might a customer satisfaction survey help?

Measuring and Managing Customer Satisfaction - Competitors that are prospering in the new global economy recognize that measuring customer satisfaction is key. Only by doing so can they hold on to the customers they have and understand how to better attract new customers. The competitors who will be successful recognize that customer satisfaction data obtained by a customer survey is a critical strategic weapon that can bring increased market share and increased profits.

How To Build Customer Loyalty in an Internet World - Customer loyalty seems like a quaint notion in the Internet age, when customers can search out lower prices and defect to competitors with a mouse-click. Yet research obtained through customer satisfaction surveys has found that in the faceless online market, customers yearn for trustworthiness more than ever. Give it to them and they're yours forever. How can your organization leverage CRM to improve its' customer satisfaction ratings and provide this level of trustworthiness?

View all Customer Survey White Papers by NBRI.