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Goals of a customer survey

a.    The goals aimed for are the most important aspect of a customer survey

The goals influence the whole process of the customer survey, from the planning, implementation and execution phases up to the evaluation and definition of follow-up measures.

The goals of the customer survey depend on the following aspects, inter alia:

  1. Which survey tool is appropriate for the customer survey
  2. Which customer target group is to be addressed where (during shopping activities, in the support area,...)
  3. Frequency of the online customer survey
  4. What questions need to be asked
  5. Which response options should be offered
  6. How will the assessment of the survey look like
  7. What measures will be taken

b.   Goals of a customer survey: an example

Often, the goals can in part be obtained by the motivation to carry out a customer survey:

  • Has the turnover decreased significantly or the need for support increased?
  • Did you go through an unwanted change of image or has your competition grown rapidly over recent times?
  • Or are you about to launch a new product and would like to check the price sensitivity and the wishes of customers?

Of course you always stand in front of many open questions at the beginning of a customer satisfaction analysis or even at the beginning of other types of customer surveys.

  • The turnover has dropped - why is that?
  • The need for support has increased - why?

Depending on these answers, you can draw up your primary goal (increase in sales, customer satisfaction, support improvement, ...). Then, you need to divide that one into sub-goals. The turnover, for instance, depends, amongst other factors, on customer satisfaction, the perceived quality of the product, the accessibility of the support team and the price. These are tangible sub-goals - obtain a higher quality of the product and customer satisfaction level, improve the support service and conduct price adjustments.

Who can tell you if your support service is good or whether the product meets the needs of the customer? Of course, the customers themselves.

With this knowledge, you can proceed as follows:

  1. Support improvement goal: Integrate a short customer survey directly into the support process. With each support ticket, you ask the customer whether the support was helpful and satisfactory. Maybe your customers would prefer a support service carried out by email, instead of by telephone - you could thereby improve your support service AND save money.
  2. Customer satisfaction goal: Here, it is helpful to start with a general customer survey among a selected sample group to identify weak points. In a second stage, you can conduct a costumer survey which has been specifically tailored to the subject. For example, in case your customers are satisfied with all points (price, quality, support...) - but not with the product itself. In the second phase, you ask questions about the product and it turns out that the problem lies with the packaging, which is very hard to open.
  3. Price optimization goal: Here, it is important to divide customers into segments, for instance into different groups of income. Because only then you can classify answers regarding the price. Of course, the desired price will always be low. You should therefore also ask for alternatives and the costs of the alternative.

c.    Other goals of a customer survey

A customer survey can also have additional goals:

  1. Collect customer profiles
  2. Identify the needs of customers
  3. Ask for their wishes and expectations
  4. Identify the effects of measures
  5. Increase customer loyalty
  6. Expose the view of customers

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