How to evaluate and analyze Customer Satisfaction Surveys

N

noboost4you

#11
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.
Yes, that's possible. We can sort by region, type (distributor, regular customer, one time buyer, etc.) and base our results off of size rather than as a whole. But for right now I'm going to take the overall consensus and see where that takes us. If management wants me to dive further into the murky waters I'll start sorting all of them.

To the best of my knowledge, we've never sent out a customer satisfaction survey. I had to develop a new survey to send out and so far so good. :D
 
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N

noboost4you

#12
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.
Agreed. We aren't just sending these out to fulfill an ISO requirement, we want to take everything we've learned from implementing ISO 9001:2000 and have it work for us.

Under each major section we have a comments section where customers can voice their opinion rather than rate us on a scale. The customers who actually took the time to write out additional comments will be the first ones that are acted upon.

It's a work in-progress, but I'd say it's going very well for day one.
 

BradM

Staff member
Admin
#14
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.
I just get concerned with doing a lot with survey information until you have assessed some level of validation of the scores. Here's an example:

You want to measure how the customer viewed the packaging.

You can ask:
The packaging did not adequately served the need (A-F)
The packaging did adequately serve the purpose (A-F)
The product was properly packaged (A-F)
You did not like the packaging (A-F)
You loved the packaging (A-F)

I thought you said you used A-F. However, which one are you more likely to mark-an F, or a 1? I would hardly mark anything an F; that just represents absolute failure.

Now the question, what were you really trying to measure? Answer-to measure if the product arrived safely and intact in the package, with no visible damage on the outside.

However, the four questions seemed to be about packaging, yet they measured slightly different results. People perceive things differently. It's not a right or wrong thing; just different.

That is what I mean when I speak of validating the survey. Before presenting and making a big deal of survey results, you want to make sure you measured what you purported to measure.
 
N

noboost4you

#15
Brad, understood but our survey consisted of vague, general questions.

For example, under Customer Service:
Accessibility of our customer service team by phone (A-F)
Product knowledge (A-F)
Promptness in requests for quotations (A-F)
etc...

So it's not like our questions backed our customers into a corner with only one way out, you know?

The scale is Excellent-Poor (A-F) which will be broken down into 5-1 points. Hopefully then we'll be able to average each part to grasp a better idea of what our customers are telling us.
 
Last edited by a moderator:

BradM

Staff member
Admin
#16
Brad, understood but our survey consisted of vague, general questions.

For example, under Customer Service:
Accessibility of our customer service team by phone (A-F)
Product knowledge (A-F)
Promptness in requests for quotations (A-F)
etc...

So it's not like our questions backed our customers into a corner with only one way out, you know?

The scale is Excellent-Poor (A-F) which will be broken down into 5-1 points. Hopefully then we'll be able to average each part to grasp a better idea of what our customers are telling us.
OK, understood. :agree1:

There are still several different paths you can go down. What are you wanting to show with the numbers?
 
N

noboost4you

#17
Talked with our IT girl and according to her the survey was faxed to approximately 500 of our customers. As of right now, 58 have made it back to my desk. We've received some from small customers and some from huge distributors. So we're starting to receive a nice sampling. Even run into a few disgruntled customers who were apparently just waiting for the opportunity to vent. Nothing like some amusement at the end of the day.

So far I've given a 1-5 rating to the categories. Add them all up per question asked, divide them by the surveys received and get an average of how well customers perceive that category/question. During our Management Review in 2 weeks we'll discuss the survey results, find which sections received the lowest grade and see how we can improve the results.

To go along with the lowest graded question, we'll create 5 or so additional questions related to that to try to pinpoint the problem area.

It's starting to come together :)
 
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