How to evaluate and analyze Customer Satisfaction Surveys

N

noboost4you

#1
Last Friday evening we faxed our customers our new Customer Satisfaction Survey. This morning, we were pleasantly surprised to see a lot of responses.

The survey consists of three individual sections (Customer Service, Delivery Performance, and Product Quality) and three or more questions per section. Each question can be ranked/scored/evaluated by Poor, Fair, Average, Good, or Excellent.

The question now is, how can we analyze these data points? We have some ideas, but I'd like to know what other covers have done or currently are doing.

:thanks:
 
Elsmar Forum Sponsor

BradM

Staff member
Admin
#2
Good questions. Basically, it depends on your questions.

If you want to baseline off of these surveys, then you can simply add up the results. If you want to separate them between sales regions and make a comparison, you could perform ANOVA on them.

You could take your three sections, and compare them against each other:

(Customer Service, Delivery Performance, and Product Quality)
Did you go through any validation of the scales? did you pilot study the questions to assure they were clear and measured what you think they did? If you have some stat gurus, run some analysis on them to assure proper Alpha levels. etc.

What I'm bantering on about this is to assure your questionnaire is truly asking what you believe it to be asking. If you are going to continue to use this survey, this might be a good opportunity to take some of the results, and use them for validation.

Approximately how many completed surveys did you receive, and out of how many were sent out?
 
N

noboost4you

#3
Unfortunately we do not have any stat gurus around. I get to figure everything out today.

No validation of scales per se, however it's basically a mirrored grading scale with Excellent being an A and Poor being an F. Could even break it down to GPA if it comes to that :)

For the most part, all the results have been consistent with each other. Just need to figure out how these results will help us continually improve customer satisfaction. I want to be able to show management some graphical data rather than hand them a stack of surveys.

Not quite sure how many surveys were faxed out on Friday. From what I understand, the survey was faxed to every customer we have a fax number for. Meaning the guy who purchased $ worth of product to the distributor who purchased $$$$$ worth of product. Since 8am EST this morning, we've received about 20-25 completed surveys. There's probably more, I just haven't checked the fax machine in awhile.
 
T

Ted Schmitt

#4
Last Friday evening we faxed our customers our new Customer Satisfaction Survey. This morning, we were pleasantly surprised to see a lot of responses.

The survey consists of three individual sections (Customer Service, Delivery Performance, and Product Quality) and three or more questions per section. Each question can be ranked/scored/evaluated by Poor, Fair, Average, Good, or Excellent.

The question now is, how can we analyze these data points? We have some ideas, but I'd like to know what other covers have done or currently are doing.

:thanks:
Glad you got responses via fax... I tried that and didn´t get any... :confused:

Anyway... on to your question... how to analyze... I formulated my questions very simply and objective (yes / nor), and each question is related to my Quality Objectives. I have an Excel spreadsheet tabulating the responses and suming the % Yes and % No for each of the 4 questions. This way I have a % answer if I am attaining my Quality Objectives.

Hope this helps
 
N

noboost4you

#5
We chose faxing over emailing simply because fax numbers rarely ever change. Email addresses, however, change overnight with the coming and going of personnel. That and it's pretty hard to ignore/delete a fax compared to an email.

For us, it would be difficult to formulate a survey based on our quality objectives. They are more based around internal affairs than external affairs where customers could validate them.

I'm beginning to insert the questions and responses into Excel to see what kind of charts I can develop. We'll see how this goes.
 

RoxaneB

Super Moderator
Super Moderator
#6
noboost4you said:
We chose faxing over emailing simply because fax numbers rarely ever change. Email addresses, however, change overnight with the coming and going of personnel.
Are you referring to your own email addresses or your customers? If the former, I would think that if you have good customer relations, this wouldn't be an issue and you would know who to contact the majority of the time. Personnally, I'd prefer to send the survey back via email versus fax.

If you're referring to your own addresses, you could set up a "dummy account" called "[email protected]" or something equally appealing.

noboost4you said:
That and it's pretty hard to ignore/delete a fax compared to an email.
Really??? I just toss it the blue box. ;)
 

Jen Kirley

Quality and Auditing Expert
Staff member
Admin
#7
If you're able to sort the responses according to types of customers (large company, small one--area, industry etc) you might be able to use the surveys to develop targeted efforts for those customers.

In today's tough competetive world, an edge can be gained in ways besides price. Sensitivity can win over tougher customers and make their mouths move in praise of you when they're with their friends and peers.
 
T

The Moose

#8
Well done on getting responses, we moved to a phone survey as the response to postal & fax questionnaires was so poor.

I would try matching up your customer responses in each area to the other metrics you record internally, e.g. what is your internal measure for delivery on time and how does it compare to the questionaire, how many customer CA's and customer returns against overall customer satisfaction rating. Ultimately everything comes back to customer satisfaction so if you can validate your customers questionaire responses you not only valuidate the questionaire process but also your internal metrics
 
B

Benjamin28

#9
Well, presumably your survey gives feedback on areas where you can make improvements. I would approach this by doing a pareto of the results, find the top 80% complaints and take action on the most cost efficient ones to fix.

It would be a balance of what the ROI would be if you were to take corrective action on each item. One approach is to give each a weighted value based on ROI or ease of implementation, etc, and create a matrix which multiplies the weighted value by number of complaints(prime customers can also be weighted i.e. 1 prime complaint=5). For example, cost effective improvements could be valued at 10 where non cost effective improvements are rated 1, the highest value end results would be the areas to concentrate on.

This approach assumes, however, that you have corrective actions in mind for the areas addressed in your survey and have considered the associated costs and return on investment.

One thing I always stress on surveys, if you're going to toss these out at customers they'll be much happier if they see a result. For example my old bank sent out a survey with a list of improvements and asked us to rate which were most important, but they didn't actually implement any of the listed items until about a year and a half later. Asking customers to offer improvement feedback is opening a door to them expecting improvement, if at all possible some action should be taken within a reasonable period of time.
 
N

noboost4you

#10
Are you referring to your own email addresses or your customers? If the former, I would think that if you have good customer relations, this wouldn't be an issue and you would know who to contact the majority of the time. Personnally, I'd prefer to send the survey back via email versus fax.

If you're referring to your own addresses, you could set up a "dummy account" called "[email protected]" or something equally appealing.
Referring to customer email addresses. I'm not saying our customers change their emails constantly, but it has happened when personnel change jobs and their emails are nonexistent. Fax numbers only change, for the most part, when organizations move locations.

Really??? I just toss it the blue box. ;)
Which requires somewhat physical interaction with the document and perhaps a glancing over what it is. With an email all takes is just a little tap of the delete key and we never existed.

I was just handed another stack of surveys while I was typing this. Very glad to see the responses.
 
Thread starter Similar threads Forum Replies Date
T ISO 14971-2019 doubt - Evaluate if estimated risks are acceptable ISO 14971 - Medical Device Risk Management 9
Watchcat CERs Literature Databases - Searching for data to evaluate EU Medical Device Regulations 16
K ISO 17025:2017 clause 7.6.2 - Performing calibration of its own equipment shall evaluate the measurement uncertainty ISO 17025 related Discussions 6
M Informational US FDA final guidance – Utilizing Animal Studies to Evaluate Organ Preservation Devices Medical Device and FDA Regulations and Standards News 0
L How to evaluate the process capability of a data set that is non-normal (cannot be transformed and does not fit any known distribution)? Capability, Accuracy and Stability - Processes, Machines, etc. 12
M Minitab tool to evaluate PM (Preventive Maintenance) process Using Minitab Software 6
M Informational USFDA – Efforts to evaluate materials in medical devices to address potential safety questions Medical Device and FDA Regulations and Standards News 0
qualprod To Evaluate Effectiveness in All Improvements? (ISO 9001:2015) ISO 9000, ISO 9001, and ISO 9004 Quality Management Systems Standards 9
H Evaluate Contingency Plan for Equipment and Tools IATF 16949 - Automotive Quality Systems Standard 4
qualprod Propose Aspects to evaluate risk impact? ISO 9000, ISO 9001, and ISO 9004 Quality Management Systems Standards 1
Q How to Evaluate Internal Resources for Training ISO 9000, ISO 9001, and ISO 9004 Quality Management Systems Standards 5
Q Source of practice to Evaluate Risks? (ISO 9001:2015) ISO 9000, ISO 9001, and ISO 9004 Quality Management Systems Standards 1
S How to evaluate "competency" of consultants ? 21 CFR Part 820 - US FDA Quality System Regulations (QSR) 8
Jen Kirley How to evaluate hazards in using bar code scanners in chemical manufacturing Occupational Health & Safety Management Standards 1
A Creating a policy to evaluate the Third Party Security IEC 27001 - Information Security Management Systems (ISMS) 4
C How to evaluate the Detection Ranking of a new Design Control FMEA and Control Plans 1
G How to Audit or Evaluate our suppliers? We are not AS 9100C certified. AS9100, IAQG, NADCAP and Aerospace related Standards and Requirements 8
Q Format to Evaluate the Effects of New Processes and Equipment Manufacturing and Related Processes 4
K Validity of Using NCR's to evaluate Performance Nonconformance and Corrective Action 7
T Why evaluate Suppliers that are Brands we represent? ISO 9000, ISO 9001, and ISO 9004 Quality Management Systems Standards 19
E Using ANOVA during the PQ Validation Run to evaluate Statistical Differences Statistical Analysis Tools, Techniques and SPC 4
N The right method to Measure and Evaluate a Flatness Callout Inspection, Prints (Drawings), Testing, Sampling and Related Topics 1
S How to Evaluate a Calibration Report Certificate General Measurement Device and Calibration Topics 8
J Web based Database to Collect and Evaluate 5S Audit Results, Trends, Charts Lean in Manufacturing and Service Industries 3
S Required to Assess and Evaluate all Suppliers? 21 CFR Part 820 - US FDA Quality System Regulations (QSR) 1
W How you can evaluate ISO 9001 Certification Body (CB) Auditors during their visits? Registrars and Notified Bodies 19
B How do you evaluate courses - eg. Awareness Training, Concept etc. Training - Internal, External, Online and Distance Learning 3
M How to validate a Dye Test method used to evaluate Package Integrity Pharmaceuticals (21 CFR Part 210, 21 CFR Part 211 and related Regulations) 8
R Can manufacturer separately evaluate the clause 14 (PEMS) of 60601-1: 2005? IEC 60601 - Medical Electrical Equipment Safety Standards Series 7
S Training Efficiency Assessment - Evaluate the Effectiveness (Clause 6.2.2 c) Training - Internal, External, Online and Distance Learning 3
somashekar Definition Evaluate and Select ... What are the most common understandings of these words. Definitions, Acronyms, Abbreviations and Interpretations Listed Alphabetically 12
B Our suppliers are retail shops - How to evaluate OTS (Off the Shelf) suppliers? ISO 9000, ISO 9001, and ISO 9004 Quality Management Systems Standards 6
B Do I evaluate my supplier when he doesn't have delivery in that month? Supplier Quality Assurance and other Supplier Issues 10
0 Best way to evaluate the differences between 2 gauges Gage R&R (GR&R) and MSA (Measurement Systems Analysis) 4
B Distribution of Procedures to the copy holders (evaluate my matrix) Document Control Systems, Procedures, Forms and Templates 16
S How to evaluate the Effectiveness of Corrective and Preventive Actions Nonconformance and Corrective Action 3
B How to Evaluate Competence of an Internal Translator ISO 9000, ISO 9001, and ISO 9004 Quality Management Systems Standards 3
E Board of Directors - Their duties and how can we evaluate them? Misc. Quality Assurance and Business Systems Related Topics 8
B What happens if we evaluate supplier as not approved and there are no anothers? ISO 9000, ISO 9001, and ISO 9004 Quality Management Systems Standards 23
L Weighing plastic part to evaluate moulding process Design and Development of Products and Processes 2
J Approved Supplier List - Required to evaluate every supplier? ISO 9000, ISO 9001, and ISO 9004 Quality Management Systems Standards 19
S Supplier Quality Rating - What to evaluate Supplier Quality Assurance and other Supplier Issues 11
U MSA Roadmap - Is there an order in which to evaluate a measurement systems Gage R&R (GR&R) and MSA (Measurement Systems Analysis) 5
K How to evaluate or measure the complexity of product? Manufacturing and Related Processes 8
V Should We Evaluate Suppliers on a Regular Basis or only when Issues Arises? Supplier Quality Assurance and other Supplier Issues 7
R Evaluate Customer Satisfaction without having to send questionnaires Supplier Quality Assurance and other Supplier Issues 2
B Evaluate Compliance to AS9100 Paragraph 7.6 AS9100, IAQG, NADCAP and Aerospace related Standards and Requirements 1
J Evaluate a business or organization - Need case study for school! Coffee Break and Water Cooler Discussions 16
K The 'Cohen's kappa' method to evaluate degree of consensus between visual operator Six Sigma 9
D Which Indicator is Best to Evaluate our HR Training Programs? Training - Internal, External, Online and Distance Learning 7

Similar threads

Top Bottom