Assess Satisfaction and Retain Customers with Customer Surveys
Customer Surveys allow you to collect valuable data from your customer base while simultaneously reinforcing customer perceptions that your organization genuinely cares about their opinions and welcomes their feedback. If your organization does not have a process in place to gather this invaluable information, it should do so quickly. By listening to the voice of the customer, you are ideally situating your organization to develop or maintain a competitive advantage.
NBRI’s Customer Surveys provide business leaders with critical input for short- and long-term strategy development. They may also help the organization develop or enhance products and services, establish policy and procedure decisions, reward employee behavior, and much more.
NBRI’s Customer Surveys help organizations:
- Boost sales. One of the main reasons why organizations undertake customer surveys is to increase revenue. These boosts in sales and revenue become possible through better identification of customer needs, better delivery of products and services, and improvements to existing product lines and services. After targeting areas for improvement that were identified by customer surveys, you will likely see increases in repeat business and the average customer spend per visit. In the long-term, you can expect to build a loyal and devoted customer base that is willing to recommend your company to others and is enthusiastic about trying the new products or services your organization offers.
- Identify competitive strengths and weaknesses. Customers have a vested interest in seeing products and services improve. By soliciting a critique of products and services from the end-user, or customer, you can identify areas that need improvement, and begin to develop a plan to address these weaknesses. Customer feedback also allows you to identify areas of strength, which can then be integrated into marketing strategies to secure future business.
- Gain a competitive advantage. By becoming more attuned with your clients’ needs, you will be able to minimize the likelihood they will seek out the competition. The information you gather in a customer survey may help you better understand the threats competitors pose to your organization. For example, you may discover that competitors producing the same products are less of a threat than a competitor group producing substitute products. By finding out customers’ key concerns (e.g. price, quality, product range), you will be better positioned to respond quickly to their needs, and turn that response into a core competency. In this way, you can leverage the data you receive in a customer survey to build a competitive advantage.
- Understand customer perceptions of your brand. If you want to know what customers think about your brand, you only have to ask them. It really is that simple. By asking customers how your brand compares to that of your competitors, you will be able to determine the extent of your competitive advantage. Furthermore, you might be able to understand why your competitors lost clients to you – very valuable information that will help you maintain that competitive edge.
- Improve the customer experience. It’s not only about the products or services your organization has on offer, it’s about the people you employ who deliver those goods and services. The totality of the customer experience is something that needs to be understood if positive and meaningful changes are to be enacted. By carefully assessing each contact point between the customer and your organization, you will be able to target specific groups that are under-performing. Are your personnel polite, knowledgeable, and competent? If customers’ experiences with your personnel are positive, the more likely it is they will continue to seek out your business.
- Build customer loyalty and strong relationships. A good customer survey process will put you in better touch with your customers’ needs by identifying specific areas for improvement. This information can position you to address customer needs on a case-by-case basis, or use aggregated data reports to address customer concerns on a more general level. NBRI gives you the data to address customer concerns at both levels, thereby empowering you to build customer loyalty and ensure relationships remain strong in the future.
- Inform decisions based on your entire customer base, not a handful of highly-vocal customers. By sampling the whole of your customer base, you will have access to a range of customer opinions, not just the more vocal customers. Pareto’s principle suggests that the bulk of business (e.g. 80%) will come from a smaller proportion of customers (e.g. 20%). For this reason, it can be extraordinarily tempting to focus on this narrower and more profitable group of customers, thereby neglecting the needs of the less-profitable customer group. Unfortunately, this might mean a diminished opportunity to develop enriching, and financially rewarding, relationships with non-core clients.
- Drive business growth. A customer survey may help your organization develop an appropriate growth strategy. By understanding current customer satisfaction levels, willingness to recommend, and their interest in other product and service offerings, your organization will be better positioned to more accurately predict sales and referrals. By understanding trends in customer attitudes, your organization can reallocate its resources accordingly to meet the projected needs of its customer base.
- Assess customer interest in a new product or service. A customer survey can help you understand how products and services are meeting customer needs, and where the range of product and service offerings may fall short. In many ways, a customer survey can perform double-duty, acting as a preliminary market research study as well. This type of survey can help you better understand what types of clients are interested in what types of products. You can then leverage this information to increase the quality of new product or service offerings as well as design appropriate marketing and advertising strategies for these new offerings. Ultimately, this may result in better-designed products that are more likely to meet the needs of both existing—and future—customers.
While many organizations realize the value of customer feedback, they struggle with implementing a system that can effectively gather customer opinions. NBRI makes the data collection process efficient and effective, whether you choose to survey by paper, telephone, or online. Our expertise in this area ensures confidence in the quality of data you receive. We work with you to generate data reports and run analysis that allow you to easily and immediately understand key differences in your customer groups.
When you hire NBRI, you’re hiring more than a company to conduct survey research. You’re hiring a business partner with a sincere interest in the health and success of your company.
Give us a call. We’re confident that you’ll find us a valuable partner capable of fulfilling your survey research needs, and exceeding your expectations.
Customer Survey Case Study
A Fortune 500 retailer contacted NBRI to assist them with a particularly critical customer survey. The client had recently acquired the assets and operations of an international Fortune 500 retailer and was concerned how this acquisition might impact customer satisfaction and customer service.
One of the key concerns was that each operation had different definitions of excellent customer service and how this customer service should be delivered. To reconcile some of these differences, the focus turned toward understanding what actual customers expected from their retailer as well as how the ideal customer experience might differ across regions, countries, and continents.
NBRI designed and deployed the customer survey in 14 different languages, collecting enough responses to achieve valid data for all regions (with a 95% confidence level and a 5% sampling error), and ran ClearPath Analytics to identify key customer concerns. Data analysis revealed that the desired customer experience did differ across regions. While this was anticipated, the data here offered indisputable proof; proof that was essentially a prerequisite to the development of training programs and marketing strategies.
NBRI recommended the results of the survey should be communicated to all employees and training should occur at two levels: at the corporate level to emphasize commonalities and ensure consistency in the quality of service across all regions, and at the regional level by regional personnel to ensure employee behaviors aligned with the expectations of the area’s customer group.
Both the findings and recommendations were presented to corporate management. An action plan was then implemented to ensure the company would be able to consistently deliver high quality customer service to its existing and future customers.
Standard Customer Survey Topics
|Communications||Company Behavior||Company Image||Competitive Position|
|Control Systems||Core Competencies||Cost & Value||Creativity|
|Customer Loyalty||Customer Satisfaction||Customer Service||Decision Making|
|Employee Attitude||Employee Behavior||Ethics||Financing|
|Friendliness & Helpfulness||Invoicing & Statements||Intent to Return||Job Training|
|Organizational Assessment||Pricing||Product Delivery||Products|
|Professional Conduct||Project Management||Quality||Safety|
|Sales Process||Service & Support||Teamwork||Technical Expertise|
|Technical Support||Technology||Values||Wait Time|
|Warranties||Website||Willingness to Recommend|
Customer Survey Related White Papers
Research is in our blood. It’s who we are. It’s what we do. Our white papers highlight our philosophy on areas of business impacted by survey research.
See for yourself:
Proactive Use of Customer Surveys Increases Profits – Best in class organizations proactively use customer surveys to improve themselves and the service they provide to their clients. Find out why and how these surveys help them increase their profits.
The Winning Employee-Customer Link – When top management advocates the importance of focusing on customer needs and wants, it will be the committed loyal employees who embrace this vision, take up the customer charge, and actually make it happen.
View all Customer Survey White Papers by NBRI.
Here’s what some of our customers are saying about us:
Love the online reports, especially the comment reports. Very easy to use and yet so comprehensive! I got rid of the summaries I used to create for our teams and instead just send them the reports straight from the system. Also, I love being able to call at any time with questions or suggestions for our survey work. NBRI is incredibly responsive to customer needs!LeeAnn Garrick
Ease of doing business. Your folks are very professional. When I needed a question answered they were always there. We are knee deep in the team process and we are finding a very strong response to the data and to the information provided. Could not be happier with the experience.John Hearl
Quick responses to questions or needs.April Sanchez
American Senior Communities
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Customer Satisfaction Surveys
Measure factors that directly affect company growth and profitability
Customer Service Surveys
Take an in-depth look at your customer service personnel, your sales assistance personnel, your warranties, your website, and all ground-level customer interaction
Customer Loss Reviews
Identify the root causes of why customers leave so that direct action can be taken to stop the devastating effects of customer loss