Why conduct customer satisfaction surveys or barometers?

Even satisfied customers leave! According to studies, only 45% of the customers are loyal. This figure increases to over 85% when customers are enchanted. If loyalty is increased by 5%, the profit from these shares varies from 28% to 125% depending on the sector of activity. This is the challenge of customer satisfaction. Surveys allow us to assess this level of satisfaction, to define the actions to move our clients from simply satisfied to enchanted.

Surveys are used to estimate the rate of client recommending the company or its services. The level of this indicator is directly correlated with the company's results.

How to Implement a Barometer or a Satisfaction Survey?

The implementation of a barometer or customer satisfaction survey is carried out in 7 steps:

1. Set objectives and organize the survey
2. Prepare the questionnaire
3. Collect the client's perception
4. Monitor and close the survey
5. Determine the results of the survey
6. Present the results of the survey
7. Identify improvements

Set objectives and organize survey

This involves determining the objectives and the target, ie the clients and the nature of the interlocutors to whom the survey will be carried out.

It is also necessary to define the modalities of the survey: sending a paper questionnaire or by mail, connection to a dedicated website allowing the completion of the survey, telephone interview, face to face interview. These modalities are particularly important because the response rate and the quality of the answers depend on it. Different surveys can be carried out according to the measurement contexts and the objectives sought

Preparing the questionnaire

The choice of questions to ask is fundamental. The way in which the question is asked may lead to incorrect or incomplete answers. The questions should cover the concerns of the company but the long questionnaires often discourage customers. Scales of assessment can also influence outcomes. The number of questions depends on how the survey is conducted.

The AQM Conseil methodology avoids these pitfalls and allows you to have one or more questionnaires attractive and relevant at first.

Collecting customer perceptions

The organization of the collection of information is a decisive factor in ensuring a good rate of return. Know that a simple sending in BtoB will only allow you to have a return rate less than 5% which does not allow to have a representative sample. We help you to organize this stage to have the best rate of return possible according to the chosen modalities.

Follow and close inquiry

Different customer tracking and recovery mechanisms must be implemented to achieve the best return rate.

Review the results of the survey

It is necessary to construct a tool allowing the analysis of the results and all the quantitative and qualitative analyzes desired.

Present the results of the survey

The representation of the results influences the taking into account of the voice of the clients within the company. These presentations must be adapted to their target audience, detailed results for Marketing and Sales, synthesis for the Management, synthesis for the staff, synthesis for the clients. AQM realizes these presentations or helps its clients to build these different presentations. In all cases, we make an oral presentation to the Management to highlight in a percussive way the great messages of the customers.

Identify improvements

Behind an investigation the worst is to do nothing! The image with customers and staff is disastrous. It is therefore important to identify key actions that will mobilize staff and enable clients to measure progress. You will then be able to repeat your inquiry which will then become a true customer barometer!

The contribution of AQM Conceal

• Preparation of the action
• Preparation of the questionnaires
• Organization of the survey

methods • Conducting telephone surveys if desired

• Carrying out a face-to-face interview if required • Providing a dedicated

website if chosen

• Synthesis of results
• Presentation of results
• Identification of priority improvement actions
• Workshops to improve customer perception

The writer contributes to several websites on topics related to finance, business, marketing and branding.