Survey customers – analyse satisfaction
Customer satisfaction can be analysed based on the results of various methods used to determine how satisfied a company’s customers are. Customer satisfaction analysis includes observing customers and analysing customer behaviour, but above all surveying customers.
Objectives of customer satisfaction analysis
The objectives of a customer satisfaction analysis vary depending on the industry, customer type and individual corporate strategy.
The fundamental objectives of customer satisfaction analysis are:
- increasing both customer and employee satisfaction
- improving business performance through a better understanding of customers’ wishes and expectations
- collecting metrics and data for the balanced scorecard, customer relationship management and similar systems
- meeting quality management requirements (in accordance with ISO 9001 and similar standards)
- improving CRM processes over the long term
- strengthening customer relationships and increasing customer retention, loyalty and repeat purchase rates
Successful long-term customer satisfaction analysis
To gain a comprehensive and lasting picture of customer opinion, consider the following aspects:
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Use an online customer survey as a tool. This allows you to involve your customers quickly, cost-effectively and efficiently.
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Customer satisfaction analysis is not limited to the price or product. Your survey should cover every relevant aspect, such as support, the point of sale, packaging and corporate philosophy.
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A one-off customer satisfaction analysis can provide an initial snapshot of customer sentiment. Continuous customer satisfaction analysis delivers relevant insights over the long term. For example, as part of a trend analysis, you can track how satisfaction develops, identify trends and relate them to current and previous measures. This enables you to determine the right measures for lasting customer satisfaction and long-term business success.
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To obtain accurate feedback, it must be collected promptly after the interaction. This means linking a tailored online customer questionnaire to each specific activity – after a customer enquiry (‘Were we able to help you?’), following a customer support interaction (‘Are you satisfied with our support?’), after a purchase (questions about the product, transaction process and so on), and in other relevant situations.
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Conduct the customer survey and all other customer satisfaction analysis methods anonymously, and communicate this clearly. You do not need the customer’s name; you need their honest opinion. Businesses may not value privacy, but customers certainly do. They will appreciate it.
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With the right survey tool, customer satisfaction analysis can be integrated into business processes and carried out regularly, conveniently and cost-effectively.
