3 Simple Approaches For Measuring Customer Satisfaction
February 26th, 2010 |
Measuring customer satisfaction is a challenge for most organizations, and many times we find folks over complicating what should be a rather simple matter. For those who are ISO 9001 (or other such standard) certified, monitoring and measuring customer satisfaction is a requirement.
A few years ago almost everyone jumped on the customer survey bandwagon. Many organizations quickly learned that too many lengthy surveys aggravated customers, the surveys were too cumbersome or failed to provide useful information. While a well designed, targeted and simple survey can yield useful information there may be more direct and effective methods of assessing customer satisfaction.
Simple, effective approaches we have recommended to clients that have provided useful information include:
1. Phone calls, visits or other direct conversations with customers. Use these opportunities to ask your customer what they like or do not like about your product or service. Ask them if there are areas they would like to see you improve. Then, take a moment and document the information. With conversations like this one can usually determine if a customer is satisfied and it gives the opportunity to identify potential issues before they get out of hand.
2. Simple email follow-up after each order. A brief email that goes out a few days after a customer receives an order or a service is provided can be used to let customers know you appreciate their business and at the same time solicit feedback on how satisfied they are with their order. The response rate may not be too high, but you can learn a lot from those who respond. Over time, one can assess the general level of satisfaction from the responses.
3. On-line simple survey. This is the least effective of the three approaches, but for an organization with a large customer base a simple 2 or 3 question on line survey may provide useful information. The questions should be direct, such as “Would you buy from me again; Would you refer me to others or Have we met your expectations?” Compiling the results could yield a picture of overall satisfaction.
The point is that we cannot rely on customer complaints, or lack of complaints as a measure of customer satisfaction. Organizations should be pro-active in gathering feedback to assess customer satisfaction. The most effective methods are the simplest and the most direct interaction with the customers.
Davis M. Woodruff, PE, CMC is an internationally recognized consultant, professional speaker and author who is an expert in showing companies how to be the low cost, high quality, environmentally responsible leader in their industry. The benefits he brings to his clients include: developing leaders; optimizing resource utilization; improving processes, quality and customer satisfaction; and saving time and $$$. Since 1984 he has served clients in 35 states and on 3 continents.
Davis is the author of a full length book Taking Care of the Basics: 101 Success Factors for Managers, and dozens of published articles. He is a 1972 Engineering graduate of Auburn University, a Certified Management Consultant (CMC) and Professional Engineer (PE). His consulting firm, Management Methods based in Decatur, AL, is now in its third decade. Davis can be reached at davisw@managementmethods.com or for more information visit http://www.daviswoodruff.com.
