The
most profitable companies are those able to retain their
highest-value clients over the long term.
A satisfied customer
is a loyal customer, and customer satisfaction survey (with
related analysis) is the index used to measure the ability
that a company has to generate future income.
What to ask
Before embarking on any research it is very important
to define the concept of "quality" with regard
to:
 Customer
expectations;
The
area concerned;
Competing
products/companies (Benchmark);
Minimum
acceptable service threshold;
Types
of brand image and company performance perception;
Level
of satisfaction in human relations (sales force, customer
service, technical assistance).
How to ask
Using quality surveys and analysis with open dialogue
to identify problematic areas and item expectations.
Next come focus groups to assess priorities and importance
for each item.
Lastly, interviews with set answers are used to create
reference scores to sum up the assessments (always referring
to a reasonable time period). These are then combined with
a series of coefficients linked to the importance of the
question in hand. This course of action allows an adequate
data processing using the very latest statistics tools.
Who to ask
In order to obtain answers that can be used to improve business, it is fundamental to be able to identify the
target.
Samples are located taking into account the composition
of the customer base in all its different aspects (size,
geographical area, seniority, business standing and potential,
loyalty), purchasing managers, the services offered, etc. |
