Marketing research is a tool that should be a fundamental element of every company’s functioning. Conducted cyclically, it allows for the verification of customer opinions, needs and expectations. As a result, it becomes an important element that enables further development of the company. In this article, we present analytical tools that are used to study customer satisfaction and loyalty and briefly characterize selected methods.
What is customer satisfaction?
Customer satisfaction can be defined as the emotional state of a person resulting from entering into specific economic relations with an entrepreneur. Customer satisfaction can be discussed both in the context of relations between an economic entity and a consumer (as defined by the Civil Code) and in the case of business relations between professionals.
The concept of satisfaction does not have to refer only to the customer’s reaction to the purchased products or services. It can refer to any element of the vk database relationship with the entrepreneur, e.g. communication or the involvement of employees of individual departments of a given company. It is often believed that only the customer service department is responsible for customer satisfaction. This is a false concept, because customer satisfaction is the result of the customer’s experiences related to the work of all departments, including the company’s management. The level of satisfaction is measurable, the analysis of data collected to determine it is the starting point for optimization actions taken by the entrepreneur.
Customer Satisfaction Survey – Examples of Methods
Customer satisfaction research methods that can be used by entrepreneurs. They differ in terms of available functionalities and the purpose they serve. Due to the research approach used in them, they can be divided into quantitative methods and qualitative methods.
The first ones include, in particular, surveys of customer opinions conducted using special IT tools. Such as: Net Promotion Score, Client Satisfaction Index, Customer Effort Score, or Share of Wallet, as well as telephone interviews (e.g. conducted using CATI software). As for the second type of methods, for example, Mystery Shopping (Mystery Shopper Research) is very popular with entrepreneurs. Individual in-depth interviews (IDI) or analysis of opinions on social media or internet forums.
In the context of customer satisfaction surveys
areas in the organization that require improvement are most often indicated. However, it should be remembered that this type of research aims to find the strengths of the company. Also, positive aspects of the actions of individual employees of various departments, with which customers are very satisfied.
Indicating the satisfying elements of cooperation between salespeople and other employees and customers. It allows for the implementation of further effective changes that will translate into a significant increase in results. These in turn affect the level of satisfaction not only of the aforementioned employees, but also of leaders.
Customer satisfaction research methods – qualitative research
We offer our clients both qualitative and quantitative research services. Qualitative research is focused on defining the type of behavior of participants, and also allows for determining the motives of the behavior of the people being studied (usually a small group, about 20-50 people). In the case of this type of research, the key to success is developing surveys containing questions adapted to the industry.
Our specialists, when preparing a qualitative research strategy, use the principles developed by the American economist, Philip Kotler, successfully combining them with the individual expectations of the client and the specifics of the target industry. As part of qualitative research, we offer our clients the Customer Satisfaction Index Survey, or WSK© Survey. This is our agency’s proprietary method, which allows for the collection of customer satisfaction data, conducting research based on it and reporting the results.
Importantly, thanks to the WSKSurvey
The entrepreneur can compare the results of research obtained during the study of different customer groups, and also analyze them in the context of other industry participants.
The WSK Study is characterized not only by high accuracy. But above all by effectiveness what is a viewport meta tag allows, among other things, to define the reasons for withdrawal from cooperation. To indicate areas requiring improvement or to determine the positive aspects that distinguish a given company from the competition. The analysis of conclusions from the WSK© Study allows for an increase in the efficiency indicator of selected areas within the company. And as a result increases the efficiency at individual stages of the sales funnel and affects the key KPI indicators. As part of the WSK© Study, we cooperate with small, medium and large enterprises.
Customer satisfaction research methods – quantitative research
Quantitative research is a sample conducted on a large group of respondents, most often randomly selected. In this context, the main research question is “how much”. And question and answer sheets are used as a measurement tool. Quantitative research therefore allows for defining a given phenomenon from a numerical perspective. But it is worth remembering that it is impossible to verify the reliability of the respondents’ answers.
Customer Feedback Analysis – Summary
Reliably conducted marketing research is crucial for the further development of every company. The greatest effectiveness is demonstrated by cyclical yeezy 350 boost v2s research – once a quarter or once every six months. Data analysis is important not only in the context of internal KPI indicators. Set within the company, but also in the context of the activities of competitors or leaders of individual industries.
It is also a financially attractive solution, precise and guaranteeing effects in a short time. The results of the analysis conducted by our research indicate not only the level of customer satisfaction. But also define recommended actions that can translate into real profit.
