What Are the Main Customer Satisfaction Objectives?

A customer satisfaction survey is a measure of how well a business or an industry has achieved in meeting or exceeding customers' expectations for purchasing products.

Customer satisfaction survey

Professional satisfaction survey agencies believe that the process of measuring customer satisfaction is a customer satisfaction survey. It can identify key factors directly related to customer satisfaction or dissatisfaction (reported by statistical indicators, sometimes called

The core of the survey is to determine the extent to which products and services meet customer desires and needs. As far as its research goals are concerned, the following five goals should be achieved:

1.Identify the key to customer satisfaction

As far as the content of the survey is concerned, it can be divided into two parts: customer perception survey and market position survey. The customer experience survey is targeted at the company's own customers and is easy to operate. It mainly measures customer satisfaction with products or services, compares the gap between company performance and customer expectations, and provides a basis for improving basic measures. The market status survey involves consumers of all products or services, and the investigation of the company's image is more objective. Ask not only customers what they think of the company, but also what they think of their competitors in the industry. Compared to customer perception surveys, market status surveys can not only determine the overall operating status ranking, but also examine every factor of customer satisfaction, determine the pros and cons between the company and competitors, and take measures to improve

Can embody the concept of "customer-centric"

The company depends on its customers, so it should understand the current and future needs of customers, meet customer requirements and strive to exceed

Set up a complaints and suggestions system

Customer-centric enterprises should be able to facilitate customers to pass their suggestions and complaints, and set up a complaints and suggestions system to collect customer opinions and suggestions. For example, many restaurants and hotels provide guests with forms to reflect their opinions. Hospitals can set up suggestion boxes on the aisles, provide advice cards for inpatients, and hire a patient to collect patient opinions. Some customer-centric companies, such as Procter & Gamble, Panasonic, Sharp, etc. have established a toll-free number called a "customer hotline" to facilitate customer inquiries, suggestions or complaints to the greatest extent possible. These information flows help companies to solve problems more quickly and provide these companies with many ideas for developing new products. For example, 3M companies claim that 2/3 of their product improvement ideas are from customers' opinions.

Customer Satisfaction Scale Survey

As an enterprise, don't think that you can fully understand customer satisfaction and dissatisfaction by establishing a complaint and suggestion system. A survey conducted in Singapore's shopping malls shows that when customers are not satisfied with poor quality services, there will be the following reactions: 70% of shoppers will buy elsewhere; 39% think it is too troublesome to complain; 24% Tell others not to shop at stores that provide inferior services; 17% will write a complaint about inferior services; 9% will blame salespeople for inferior services. The above results show that not all dissatisfied customers will complain. Therefore, companies cannot use the degree of complaints to measure customer satisfaction. Instead, they should conduct periodic surveys to obtain direct indicators of customer satisfaction.

Companies can ask buyers by phone or letter how satisfied they are. In these tests asking customer satisfaction,

Determine what to investigate

To carry out customer satisfaction survey research, we must first identify customers and the structure of customer needs, and clearly carry out the content of customer satisfaction survey. Different enterprises and different products have different customers. Different groups of customers have different emphasis on their demand structure. For example, some focus on price, some focus on service, and some focus on performance and function. Generally speaking, the survey mainly includes the following aspects:

Lack of proper understanding of customer satisfaction surveys

In conducting customer satisfaction surveys, a scientific and serious attitude is required, but it is not unattainable. There are already some organizations or individuals engaged in customer satisfaction surveys in China. We do not deny that some customer satisfaction surveys are done well. However, there are still two views on customer satisfaction surveys in China. One is that customer satisfaction surveys are easy to do, and the other is that customer satisfaction surveys are difficult to do. Many people who think that customer satisfaction surveys are easy to do, in fact, cannot take a scientific and serious attitude to do so, so that the survey results have no credibility, and even misleading to the industry, enterprises and consumers. Many people think that customer satisfaction surveys are difficult to do. They only see that customer satisfaction surveys require a large number of people, materials, and financial resources. The scientific organization of the surveys is difficult, so they treat them negatively. Both of these views are one-sided and prevent customer satisfaction surveys from being carried out on a large scale and playing an important role.

Companies haven't attracted enough attention

Many companies show that they attach great importance to the theory. They are screaming "customers are God", "everything for the benefit of consumers" and "customers are the parents of the company", but they actually deceive customers, Harm the customer and don't take the customer's thoughts at heart. The customer satisfaction survey cannot even be placed on the work schedule of the company. Many companies do not want to carry out this work, neither do they. In the long run, this will destroy the foundation of the enterprise, affect its development, and endanger its survival. Today, China has joined the WTO, and it is by no means alarmist.

The selection of measurement factors is inappropriate, and the measurement method needs to be improved

When companies measure customers' satisfaction, they evaluate them based on criteria that they consider important to customers, not their thoughts and feelings. Some senior executives and customer service experts stay at home and use their personal experience to locate factors that measure customer satisfaction, such as whether to answer calls in a timely manner, whether to ship on time, and so on. They don't realize that there are other factors in the customer's judgment on them, and they have little to do with the high-quality service developed systematically by the enterprise. Customers don't take it seriously for what the company measures and evaluates, especially the company's daily business, because customers think that the company's work should have done so. If the company in the customer satisfaction survey, in the long run, will paralyze itself, resulting in no improvement in their work, the same customer will form this concept, which will easily lead to the customer ultimately betray his company.