What is Customer Satisfaction Research?
Customer satisfaction research answers
"How happy are customers with your products or
services?"
The Benefits of Satisfied Customers
Satisfied customers generate more revenues than dissatisfied ones. Satisfied
customers not only bring in repeat business but also new
business through word of mouth advertising. Fully satisfied
customers are more immune to competitive actions and generate
a stable business environment.
Satisfied customers increase the bottom
line. Satisfied
customers are usually low maintenance, keeping costs of sales
low. Dissatisfied customers use valuable employee time and
create a bad reputation that has to be countered with higher
advertising costs.
Hence, paying close attention to customer
satisfaction is just common sense. Intuit founder Scott Cook once said
"If you can't please your current customers, you don't
deserve any new ones."
The Use of Customer Satisfaction Research
Customer satisfaction research yields
information that helps a company to:
-
better plan their
business, marketing and sales activities
-
safeguard and
increase its revenue streams
-
safeguard and
increase its customer base
-
optimize costs of
sales
-
increase brand value
-
adjust competitive
strategies
-
safeguard company
from competitive actions
-
speed new product
adoption
Research Methodology
Steiner Marketing's satisfaction studies are
implemented with surveys that are executed either through the
web, by phone, fax, or mail.
Research Suggestion
To define marketing strategies, a satisfaction study is
most efficient when combined with a loyalty study. Once
problematic persuasive attributes are identified, appropriate
measures can be taken to address the issues. To evaluate
implementation efficiency, it is sufficient to measure the
changes in satisfaction for the relevant attributes. Depending
on the number of issues that need to be addressed, a fully or
partly customized study is needed.
Customer satisfaction is closely related to
employee satisfaction. Hence, simultaneous customer and
employee testing yields extra information on which, what, how, and
why issues need to be addressed.
A continuous improvement of your customers'
happiness with your products and services is most important to
safeguard revenues and profits.
Get Your Questions Answered
If you have any questions about customer
satisfaction, give us a call or
send us an email.
We will be happy to answer your questions.
Other Market Research from Steiner
Marketing
|
