Customer surveys can help organizations:
- Measure customer satisfaction levels
- Improve customer loyalty
- Evaluate interest in new products and services
- Identify areas for improvement
Businesses use satisfaction and loyalty studies to reduce costs. The cost of keeping an existing customer is much less than the cost of acquiring a new one. By utilizing Customer Advisory ePanels to provide customer satisfaction information companies know when and why people are dissatisfied. An intervention program can reduce the number of lost customers.
KRG uses a combination of qualitative and quantitative methods to measure satisfaction and loyalty, depending on our clients’ situations and markets. Focus groups or one-on-one interviews with customers are used to identify important factors that lead to satisfaction, dissatisfaction, motivation, loyalty and decision-making.
Qualitative results can be used to design and conduct telephone, on-line or other kinds of surveys to understand the extent to which people’s attitudes toward a company, product or service are held by the larger population.
For example, all customer complaints are worth evaluating, but some problems are not economical to fix, and no single solution can meet everyone’s needs. Segmentation studies can fine-tune your ability to target needs, desires, and to meet or exceed expectations.
Our clients use customer satisfaction studies to understand the degree to which their consumers are satisfied with the ways in which products or services are designed, marketed, priced, packaged, delivered and supported.
Clients goals typically include finding information that can be actively utilized in planning and decision making such as:
- Identifying general areas of improvement
- Identifying investments with greatest gains in customer satisfaction and loyalty
- Understanding customer lifecycle changes such as shifts in demographics or changes in habits
- Monitoring competition patterns
- Capturing feedback from customers on product directions
- Creating a continuous feedback system via a Customer Advisory Panel
- Evaluating effectiveness of changes in marketing messages, pricing, products, customer service.