Thursday, April 14, 2011

>Quality Service Through Customer Satisfaction

>Customer satisfaction plays an important role in
determining the success of call centers. This factor
is closely related to profitability. Through the use
of consumer surveys, marketers are informed about
consumer satisfaction regarding the products.

Several surveys helps in predicting consumer behavior,
determine how well the product will do in the
marketplace and assess the customers’ opinions. While
there are entire organizations devoted to market
research, there are individual companies that can
perform their own market research as well.

The Usual Results of a Consumer Survey

Long reports usually come back to the company that
requested the information. These reports can be very
detailed and provide conglomerated answers as well as
individual responses to questions. As a simpler
alternative, short surveys provide a graphical
representation of the data. Through such kinds of
surveys, it is easier to comprehend and grasp the
required information.

There are several reasons why companies conduct
consumer surveys though one thing remains the same:
the data is of no use unless the company uses it. Some
companies analyze their data and do not like the
answers, thus neglecting the survey and choose not to
do any actions about it. However, there are still
others who believe in the consumers’ opinions and use
the data to make modifications that will be
well-received among customers.

Answers from surveys can reflect the company’s actions
- positive answers are equal to the company doing
well, therefore enabling the company to continue its
practices. Consumer surveys provide wonderful insight
regarding consumer opinion. The only thing they cannot
do is to provide qualitative data. If the company is
looking for more in-depth answers, there is a need to
conduct focus groups or personal interviews with
customers.

Sampling a Consumer Survey

For the consumer survey to be truly precise, the
samples of people asked should be large and random
enough. For instance, a readership survey is not truly
random since individuals would have to be a reader of
a magazine in order to participate in a survey.
However, such a survey would have to be accurate
enough to measure the opinions of a closed group of
reader. As such, the accuracy of the information is
relative to the reason meant for it.

Designing a Customer Satisfaction Survey

It is unnecessary to act on hunches about how the
customer feels. Elimination of guesswork and following
of simple recommended principles can help the company
know where it stands with them. The following is a
list of how to design a Customer Satisfaction Survey.

* Use the 5-point satisfaction scale. The use of
question scales must include descriptive labels in
relation with numbers. Additionally, the top end of
the scale should mean that the customers are truly
impressed with the service.

* Inquire on overall satisfaction at the beginning of
the survey. Through the use of this method, the
company will be able to gauge the customers’
impressions of the product or service even before they
begin judging the specific facets of those
relationships.

* Be consistent with the wording of the questions. It
is critical to provide consistency in researches
regarding customer satisfaction.

* Maintain focus and shortness in the survey. Always
focus on the achieving a read on the customers’
relationship with the company. It is important to
avoid the temptation of asking everything that the
company wants to know. Remember, the more ground the
company tries to cover; the more likely it is for the
respondents to abandon the survey.

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