Establishing a process for improving and maintaining the ability to satisfy your customers does not have to be a daunting effort. It can actually be quite easy – if you plan accordingly, rally the necessary resources together, execute effectively, and manage the results over time. While conducting a large-scale customer survey may take a few months to develop, implement and analyze, there are still many things you can start tomorrow, to provide you with some actionable customer data in the short-term. Read on to see what you can begin doing tomorrow to improve the way in which you are able to satisfy customers.
Many services organizations have found that by routinely conducting customer satisfaction measurement and tracking surveys, they are continually able to
- Determine the defining characteristics of service and support that best meet their customers’ total needs;
- Identify, measure, and track changes in their corresponding levels of customer satisfaction;
- Determine the relative strengths and weaknesses of their customer support organization;
- Identify all of the critical areas requiring improvement;
- Collect data that can be used to set targets or goals for improvement; and
- Recommend changes to their existing customer support processes and organization.
All of these objectives are admirable, important, easy to implement, and will ultimately lead toward the ability of the organization to “fix the system” (i.e., the business processes, operations, and infrastructure) that will empower it to deliver expected levels of customer service and support. However, while it is working hard to “fix the system”, there is always the risk of losing some of the organization’s most “vulnerable” customers in the interim since systemwide improvements typically take a long time to design, implement, manage, and maintain. For this reason, we believe that the most effective customer survey programs are those that also provide all of the information and guidance needed to “fix the system” – and “fix the customer” – both at the same time!
That is why we have developed a unique survey approach that also generates individual Customer Relationship Case Study Profiles that may be used to supplement the overall survey findings, strategic implications, and general recommendations for moving forward with a systemwide “fix”. In this way, while your organization is spending the time and dollars required to correct its systemwide problems, it can also address the specific problems that are impacting individual customers well before they become “kick-out factors”.
Strategies For GrowthSM‘s (SFGSM) Customer Discovery Survey program is designed to help services organizations identify the root causes of problems and recognize “real” opportunities for customer support improvement that will enhance – or bring back – their desired levels of customer satisfaction and profitability by focusing on the key customer-oriented issues that directly affect the business, including:
- Customer Needs & Requirements for “Total” Customer Support
- Customer Perceptions, Preferences and Expectations for Service and Support
- Product/System Evaluation Factors
- Service & Support Evaluation Factors
- Gap Analysis/Unmet Customer Needs
- Existing/Potential Problem Areas
- Areas Requiring Improvement
- Changes in Service Performance Over Time
- Likelihood of Recommending the Vendor
- Closing Thoughts/Verbatim Comments
Using a time-tested approach consisting of preliminary client management interviews, questionnaire design, and conventional survey research, each Customer Discovery Survey program is tailored to the organization’s specific needs and situation to achieve the maximum output and return on investment. If your organization is ready, it can typically best be served by implementing a full-scale Customer Satisfaction Measurement, Analysis & Tracking Program that can be used to identify, prioritize, and assess the specific actions required to “fix” systematic problems in its overall customer service and support operations.
However, if you are not quite ready to address systemwide change, you can still benefit by identifying the specific areas that will allow you to “fix” specific customers through a Customer Discovery Survey program. In either case, you will still be able to benefit from a detailed analysis and management report that tells you what needs to be fixed, how vulnerable you are to losing customers in the interim, and what timeframes for resolution will likely be required.
In general, SFGSM‘s Customer Discovery Surveys seem to work best for organizations with either a relatively finite customer base, or where a small number of customers represents an important component of the total customer base. Some clients prefer to survey their most valuable and/or “vulnerable” customers as a way of stopping major problems “dead in their tracks”, or preventing minor problems from growing larger. The general rule of thumb is that in cases where there is a large enough sample of the customer base (e.g., let’s say 25 to 30 or more customers), we can prepare both:
- A detailed analysis of the total respondent sample, thereby providing the organization with a general customer base overview, as well as
- A set of individual, case-by-case, customer-respondent profiles – thus, providing the ability to “fix” the customers while you’re “fixing” the system!
Many of our clients like the way these individual profiles present detailed, case-specific information that may be used to “fix” customers on a one-by-one basis, as they move forward with the systematic “fixes” that are otherwise recommended by the strategic findings of the survey. In fact, many clients use this information on a prioritized, case-by-case basis as they move forward – concurrently – with their systemwide improvement initiatives.
Basically, each profile presents the key findings from a single customer interview, including side-by-side comparisons of perceived importance vs. vendor performance for all of the performance attributes tested. As such, these profiles are enormously helpful toward gaining a better understanding of exactly how your services offerings (or your dealers’ offerings) are being perceived by individual customers, and where particular points of vulnerability, disconnect, or other potential problem areas may be occurring.
Through these Customer Relationship Case Study Profiles, we can also identify and “flag” areas of moderate, significant or severe customer “vulnerability”, as well as the root causes for why these problems may exist in the first place. Potential “kick-out” factors can also be easily identified. Ultimately, these individual case study profiles afford our clients a unique opportunity to utilize a customer-centric database that allows them to focus on the specific concerns of each interviewed customer, as well as from the results of the analysis of an aggregate, or representative, survey base.
Customer Discovery Surveys are a cost-effective way to determine the current levels of satisfaction – and vulnerability – of your most important (or representative) customers without having to engage in a full-scale customer survey effort. This program allows you to put your major concerns to bed quickly, while giving you a better understanding of where you need to focus – immediately – to get your systemwide support organization running more effectively.
SFGSM’s Customer Discovery Survey program is offered at a fixed price and can be completed in usually in less then one-to-two months, so you can get fast results and know exactly where you stand without incurring any major delays or expenditures. Results are presented in terms of executable actions accompanied by a set of case-specific Customer Relationship Management Profiles that can help you to better understand – and “fix” – each targeted customer.
For more information on SFGSM’s Customer Discovery Survey program, or Customer Needs & Requirements/Satisfaction Surveys, please visit our Blogsite at: http://wp.me/P3Q70i-3o