Customer satisfaction is a leading indicator of a customer’s intent to return for purchases and services.
Satisfied customers impact profits directly through their willingness to remain customers for a longer period of time, purchase more during that time, and pay slightly higher prices for what they perceive as a premium product. Moreover, satisfied customers are also likely to be lower-maintenance customers, requiring fewer resources to serve, thereby indirectly decreasing the costs associated with service.
Understanding customer satisfaction is important to increasing financial performance and can help organizations identify potential problems in specific departments or areas. Information obtained from the customer can also alert an organization to changes in customer preferences, which can then be used to increase the quality of products or services offered.
NBRI’s Customer Satisfaction Surveys explore the relationship between satisfaction and a variety of perceptions, such as: company image, customer service, ethics, communications, value, and product/service offerings. This type of assessment allows an organization to understand what customers want right now, whether those needs are being met, and the areas in which they lag behind their competitors. A well-designed survey yields rich and actionable data that can substantially bolster organizational performance.
By tailoring a survey to meet your organizational needs, NBRI can accurately identify the leading root causes of your customers’ buying behaviors, regardless of product, service, industry or market.
Ultimately, with ClearPath Action, you are primed to address and manage root causes, increase sales and financial performance, and ensure sustained customer relationships in the future.
By working with NBRI, you will see improvements in several areas, such as:
- Customer engagement
- Intent to return
- Intent to recommend
- Customer loyalty
- Definition of performance objectives
- Measurement of opinions surrounding new products or services
- Maintaining a customer-centric focus
Case Study: Customer Satisfaction Survey
For over a decade, a leading hotel chain engaged NBRI to conduct its employee engagement surveys. After an economic downturn in their business, they anticipated a disastrous short-term financial picture and wanted to take action immediately. For that reason, they contacted NBRI to see if they could also retain our expertise for a customer survey.
By investing a small amount of money to implement customer satisfaction surveys, they were able to gain vital information on the changing mindsets of their customer base. Insights that gave them a competitive edge and the potential to gain millions of dollars of business.
The survey asked respondents to rank items in order of importance before rating the client’s performance on those same items. The survey was deployed to a stratified random sample of customers to ensure the data gathered was truly representative of the thinking of the entire clientele. Ultimately, the hotel chain was able to obtain a 99% Confidence Level, but at a fraction of the cost of surveying everyone.
The study revealed a very different root cause of customer satisfaction than what was anticipated by the client. Somewhat surprisingly—price was not the primary driver of the customers’ intention to return to the hotel chain. Furthermore, concerns about the expense of air travel had less of an influence on hotel patronage than expected.
NBRI’s ClearPath Analytics revealed that friendliness of the staff was the primary driver of the customer experience. This was a very important finding for a hotel chain that was considering adopting more cost-cutting measures. Per NBRI’s recommendations, the client proactively leveraged this crucial information to develop measures to increase the quality of the guest-employee relationship. This recommendation was later validated by an increase in revenue-per-guest, a very important gain in any economy.
Once again, NBRI’s ClearPath Analytics demonstrated the ability to yield prudent recommendations that allowed an organization to increase its competitive edge and financial returns.
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 Review Surveys
Identify the root causes of why customers leave so that direct action can be taken to stop the devastating effects of customer loss.