Ok, you’ve made the commitment to measuring and tracking customer satisfaction, and now you need to figure out how accomplish the task efficiently and effectively. First of all, you must realize that the task isn’t at all trivial. You need to find a delicate balance between overusing your customers’ time and not getting enough information to be useful.
Keep in mind that the underlying purpose of any measurement system is to increase customer loyalty and retention. Kevin Cacioppo in Quality Digest makes it clear that a a 5% increase in customer loyalty can result in an increase in profits between 25% and 85%. But you can’t achieve that 5% increase if customers don’t participate in your measurement system.
A long tedious customer satisfaction questionnaire is a sure fire way to guarantee low response rates. Nobody enjoys filling out a survey, and you need to show respect to your customers and their time.
To achieve a balance between customer fatigue and detailed measurement has always been one of the hardest tasks involved in customer satisfaction programs. In the best of cases the whole survey process should take about two minutes of your customer’s time. Unfortunately, that just isn’t possible with traditional paper-based or interview surveys.
In order to collect a significant amount of information you will need to ask two or three overall satisfaction questions, around thirty specific departmental questions and six or seven profile questions. The resulting survey will be approximately 40 questions long.
However, I’d like to recommend an exciting new management tool called Gustometria which will literally allow you to measure hundreds of different detailed aspects of your business while respecting the two minute rule I mentioned above.
The Gustometria system facilitates customer participation by being quick, efficient and fun. Customers answer short surveys with their fingers using the touch screens on strategically placed “gustometers”. This interaction requires about a minute and a half of your customer’s time and the responses are immediately available for analysis. Moreover, thanks to the variable structure of the surveys you can literally measure hundreds of details about your business without needing to ask any one customer to answer too many.
In the analysis stage, Gustometria really shines. Thanks to the sophisticated business intelligence system built into the Gustometria website, you are able to contrast your custom profile questions with the scores for every one of your valuation questions. This way not only can you extract the maximum value from your collected data, but you can also adapt your surveys on the fly to meet new customer perceptions and needs.
I am convinced that tracking customer and employee satisfaction, on a daily basis, is a true survival tactic in today’s market. If you agree, you must implement Gustometria this week.
Don’t hesitate to pick up the phone and call Gustometria toll free at 1-877-448-7865.
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