Numerous large industry research projects,
and academic research papers have linked customer satisfaction
to customer loyalty. The journey towards customer satisfaction
must therefore incorporate some form of measurement - how
do you know where you are going tomorrow if you have no idea
where you're starting from today?
There are various different ways of measuring
customer satisfaction. Imonic's approach is to be flexible,
although different ways apply dependent upon objectives. Since
our work is in the main to do with effecting change and improvement,
our techniques are developed with Imonic in mind as the customer
of the data. Because we are only successful if we make improvements
that impact on you, our customer satisfaction data must give
us this opportunity.
Why are we different?
Our survey techniques are designed
with Imonic in mind as the customer. After all, we must get
visible opportunities to make customer impacting improvements
from our surveys. We also have a few golden rules:
Rule 1: Solid Fundamental Basis
The quality of the questions you ask determines
the quality of the results. Our approach is to audit the type,
scope and breadth of interaction you have with different customers.
These are identified using our specialist audit techniques
and our WIGET model, which covers all interaction categories:
WRITTEN, IN PERSON, GOODS/SERVICES, ELECTRONIC, TELEPHONE.
Using this model, we break up a client's
function or business area, and are easily able to identify
with precision, all of the key customer impacting interactions.
Rule 2: Objectivity
Results must have the ability to be remeasured
after taking action, to avoid the 'good day', 'bad day' syndrome
within feedback. We do this by asking for comparisons with
other competitors (not necessarily named, but these can often
Rule 3: Response rate
Don't go to all this trouble for a poor
response rate! Imonic have worked hard to develop a launch
process that has never achieved less than 80% and usually
achieves much higher.
Rule 4: Say thank you and tell customers
Simple as it may seem, the majority
of customer surveys don't formally thank the customer for
their input, nor do they tell them what to expect next. You
should have clarity about the next stage, and explain that
this is not dependent on the results.
Rule 5: The analysis
Whilst carrying sufficient detail, the analysis
must be simple and easy to understand. It should include simple
numbers, colour codes and scales from which you can drill
down to statistical review and even to an individual question
Rule 6: Ask for attributable data
Always ask the customer if the data can
be attributed to them. You must know what ratings each client
has given, and which explanatory comments have been made by
whom. Do not let research codes of conduct dilute your opportunities
- they are there to protect respondents not remove effectiveness,
although of course this issue must be treated respectfully.
Imonic have achieved attributable data for over 98% of customers
Rule 7: The Presentation
Involve the key decision makers and discuss
the results carefully. Remove any queries at the outset, agree
the detail of the forward plan and get a summary of results
to those that serve the customers being surveyed.
Rule 8: Clarity of Output
Output should include:
- Customers' satisfaction
- Position relative to competitors
- Hot spots - areas or functions which
irritate the customer
- Quick wins - small things which can be
- Movements in performance since last measurement
(both by client and competition).
Imonic have different survey formats and
channels depending on your survey scope and objectives. Please
contact us and let us know how
many customers you have; whether business customers are of
a high value, low value or mixed; or if it is a consumer survey
you wish to undertake. If you could also highlight the objectives
of your survey, we can suggest something tailored to suit
Refer to interactive
and downloads for some insight into the different common