Conducting Customer Satisfaction Research

Here is an overview of a paper I put together a couple of years ago on customer satisfaction research. The points I make are still very relevant today so I thought I would share them with you. Click the link at the bottom for a more in-depth guide.

To implement a successful customer satisfaction project it is worth considering the following 12 points which cover all stages of the customer satisfaction research process.

1.  Get a senior management project sponsor who will champion change as a result of the  research findings.

2. During project set up make sure that representatives from customer facing departments are all involved. Get their buy in early on.   

3. Use a research partner to add credibility to the process so the results are seen as a true reflection of how the customer perceives the company.

4. This research partner should also be experienced in managing the communication and dissemination of the research findings.

5. Keep the questionnaire simple by focussing on the issues that matter the most to the customer. 

6. Test the Net Promoter concept to see if it correlates with business performance in your particular sector.

7. Use the technology available for fieldwork and analysis. For example, where possible use the web as a mechanism for collecting customer feedback.

8. When communicating the research results make sure that the right information is delivered to the right people and in the right context. For example high level strategic information for senior management and high level operational information for customer facing staff.  

9. Have clear action plans that are focussed on making improvements in the areas that are more likely to influence customer satisfaction.

10. Identify likely internal barriers to effective communication and define a communications plan to overcome those barriers.

11. The communications plan should tell both customers and staff of the research findings and the action plans put in place to address the issues raised.

12. Where possible incorporate customer satisfaction measures into bonuses and remuneration packages.

  For further information click to download the full 4 page guide to running customer satisfaction research projects. Download Customer Satisfaction Success research4 - July 2010