In the following we show you possible steps to make a first study on customer satisfaction.
Conception / Warmup
Collect relevant internal data and find out the lack of information
Definition and clarification of the precise task (target groups, performance criteria, survey method)
Sensitizing the company’s internal staff on the necessity to measure customer satisfaction and to repair deficiencies perceived by the customers
Pretest/qualitative preliminary study
Implementing individual interviews or group discussions with customers in order to determine relevant criteria for customer satisfaction and current problems in the eyes of the customers
Wording and verifying a customized questionnaire
Implementation of a quantitative study
Definition of the target population and the sample size
Choice of the best survey form considering methodology and cost (telephone interviewing, personal interviewing, mail questionnaire or online-survey)
Organisation, implementation and control of the survey:
Determining the customers‘ requirements, expectations and needs
Determining the total customer satisfaction as well as the detailed satisfaction of single items
Determining the importance of the relevant criteria for customer satisfaction
Input and control of the data
Analysing data and deducing recommendations for action
Analysing data to determine strategic competitive advantages and disadvantages from the perspective of the customers
Reveal reasons for dissatisfaction of specific target groups –> Identify potential for improvement for the business
Elaborate precise recommendations for action to increase customer satisfaction
Definition of objectives, measures and responsibilities for the implementation of these measures
Presenting the findings to the staff to sensitize them
Implementation of the measures
Concrete implementation and supervision of measures to improve customer satisfaction
