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Questions & Answers

Here are the questions. For the answers scroll down.

Why invest in a Customer Satisfaction Survey at all?
Do we have to survey all our customers?
Do customers really respond to Customer Satisfaction Surveys?
Can we use the Internet to do the survey?
How long can a questionnaire be?
What is a 'satisfaction driver'?
How do we know where and what to improve?
All customers want lower prices. Does it really make sense to ask how they rate our price?
How often should we carry out a Customer Satisfaction Survey?
Are there any other benefits we should consider?
So what's the cost?
Any other questions?

Why invest in a Customer Satisfaction Survey at all?

Regular Customer Satisfaction Surveys are obligatory if you're seeking to attain - or retain - the ISO 9000 standard. The degree of satisfaction/dissatisfaction shows you how well you are meeting customer requirements. It will pinpoint where the gaps are between what they expect and what you're delivering in terms of products, services and support. You may disagree with the findings but you have to accept that is the way customers see you. How can you change for the better - in your customers' eyes - unless you know what they want you to change?
Independent research shows that:

Customers who are increasingly satisfied with their suppliers stay loyal and are prepared to pay higher prices.
Dissatisfied customers discourage others from doing business with you.
Satisfied customers recommend you to others.
It costs 8 - 10 times more to find new customers than it costs to retain loyal customers. So, there is a clear link between high Customer Satisfaction levels and your company’s profitability.

Conducting a professional Customer Satisfaction Survey can also pay for itself in other ways.

For instance, if you are thinking of acquiring a company it makes sense to survey its customers and its employees before committing yourself.

Do we have to survey all our customers?

Not at all! If your have a large number of customers, we recommend interviewing about 50 randomly chosen customers per region/country/product group etc, and about 200 in total. Where there are less than 50 customers per region/country/product group, experience shows that talking to a minimum of 50% of the customer base per region/country/product group gives actionable feedback.

Do customers really respond to a Customer Satisfaction Survey?

Yes. We achieve response rates ranging from 70 - 95% depending on country. We always insist that you inform your customers in writing that a survey will take place and ask for the customers' support. Most customers appreciate the opportunity to respond. In the words of a customer we interviewed: "I have never experienced a survey like this before. It seems our supplier is really determined to improve his products and services and meet customer requirements. It gives me a very good impression of the company."

After the survey, it makes sense to thank the customers and inform them of the actions you may take as a result of the survey - this further strengthens your Customer Relationships.

Can we use the Internet to do the survey?

Surveys by post, fax or the Internet generate very low response rates and are not worth the effort. The only way to get good response rates is to interview the customers by phone.

How long can a questionnaire be?

It depends on the complexity of the issues but we find that 22 - 30 questions tend to cover relevant issues and can be asked within an acceptable time frame. 10 - 15 minutes is the most you should expect. Most questions ask the customers to rate you and your products, service and support but there are also yes/no questions and, importantly, opportunities for the customer to give comments and suggestions. It’s not unknown for customers to make useful constructive suggestions for how to improve products and services.

What is a 'satisfaction driver'?

Some elements of your total package of information, products, service and support contribute more strongly to Customer Satisfaction. Those are the elements you need to focus on in order to improve overall customer satisfaction and loyalty.

How do we know where and what to improve?

The key to success is to focus on what matters most to customers. Apart from identifying satisfaction drivers it can be important to ask the customers how they rate the importance of various elements in your package and then ask them how they rate you for the same elements. That way, we establish the gaps between their expectations and your performance - clearly identifying areas where you need to take action to improve.

All customers want lower prices. Does it really make sense to ask how they rate our price?

Yes, and you may well be surprised. Surveys we have carried out clearly show that customers relate price to performance. A customer who is satisfied with your products and services is quite happy to pay an appropriate price but a customer who is less satisfied with your products and services is more likely to question the price. The more satisfied your customers are, the more easily you can resist pressures on pricing, even in a weak market.

How often should we carry out a Customer Satisfaction Survey?

In a typical consumer goods business, surveys will be carried out on a quarterly basis. In the Business-to-Business sector, this is not feasible. It takes a few months to complete a survey, particularly if it covers several countries. The report then has to be discussed and an action programme worked out. Actions have to be implemented and customers have to be made aware of, and actually experience, the improvements made - not just once but perhaps a few times. This process may take one to two years. In B2B markets, therefore, we recommend you do a Customer Satisfaction Survey every year or every two years.

Are there any other benefits we should consider?

Customer Satisfaction Surveys can help your business grow by enabling you to build on strengths and eradicate weaknesses. Strengths and weaknesses seen from the customers’ viewpoint rather than from yours. The fact that you undertake periodic Customer Satisfaction Surveys is something you can 'sell' when pitching for new customers. In appointing preferred suppliers, many quality-driven large companies insist on regular Customer Satisfaction Surveys as part of any business relationship. And - it bears repeating – if you are expanding by acquisition, surveying the customers of the take-over targets can help you decide what they are really worth. Even reveal such deep rooted customer dissatisfaction that would make a deal disastrous.

So what's the cost?

Costs ultimately depend on factors such as the number of customers to be interviewed and where they are. We are realists. We appreciate that you're unlikely to have vast sums available for market surveys. At Linkbridge Ltd we operate an international network of professional associates, including expert local native language speakers, with all the necessary interviewing skills. The way we're structured enables us to maintain a cost effective organisation. Our clients have never complained about our prices.

Any other questions?

Feel free to contact us at any time with any other questions you may have relating to Customer Satisfaction Surveys. Our advice will cost you nothing.