Know-How Exchange : Research/Metrics

Reliability of delivery is often key to corporate customers: the cost of a disruption is very high compared to the actual price paid. Therefore, reducing any uncertainty about future delivery pays off...your reputation is key here

Cheers

Koen

Be sure you begin by asking about OVERALL satisfaction level. Otherwise you're likely to get a biased view of the components. Respondents always feel a need to justify their own [prior] statements, so if you start with the overall satisfaction, the components will tend to be in line with that.

You could argue that starting with components would be just as valid, except that if there's one weak link, and if it comes early in the survey, then everything that follows would be biased by the response to that "weak link." If you ask about the components first, you're bound to get to the "weak link" before the overall assessment, and then the overall assessment will be biased by that.

Also, be careful about how you position the entire study. Respondents will react differently to a "customer satisfaction" survey than they will to a "customer dissatisfaction" survey -- even if the specific questions are identical. Similarly, if the survey is conducted by the company itself, you'll find that people are more positive than if it's conducted by an independent research firm.

您可能想要联系一个市场研究h professional to make sure you don't inadvertently skew the results by the way you structure and implement the survey. That happens way too often, and the action you take based on faulty results can be a lot more costly than it would have been to get the study done right in the first place.

Allot a portion of the survey for comments/suggestions. This way, you will know if they are truly satisfied with your services or in what way you can improve your services. You will learn more about your customer's needs through their comments and suggestions.