Customer Surveys : Better Planning

A clear focus when planning any research project is vital.

It is better to concentrate on meeting one set of related objectives well than trying to work several less related areas into one survey project!

Here are just some of the important questions that you need to consider in a typical customer survey and feedback programme:

What do you want to measure?

What is important to your customers?
Why do they choose your brand/company/organisation?
Are these factors already reflected in business values and goals?
What are the critical Key Performance Indicators on which you will judge performance on the customer dimension?

Who needs the customer feedback?

Are you building a general and central customer survey programme for marketing planning?
Are you looking to get feedback down the line to front line managers as quickly as possible?
What will senior management need to keep their finger on the pulse of customers?

What’s the best way to find out what we want to know?

What interview method will be most convenient for your customers?
What depth of questioning is needed?
Can the feedback be effectively gathered via an online self completion survey or will skilled interviewers be needed?
What is the timescale for completion of the feedback?
What frequency of feedback is required?

When do you need the results?

How do you want to present the results?

How can we use the results to engage management teams in action planning to improve the customer experience?
How widely dispersed are the teams and managers that will ACT on the research results?
Should results be presented personally, by sending out reports, or by accessing information and feedback portals?

Answering these questions will give a strong foundation for your research specification.

Or just call us on +44 (0) 20 8943 1445 and we will work through it all with you.