Customer Satisfaction Surveys - IAAE · PDF fileCustomer Satisfaction Surveys Raymond Gee,...

©TNS 2012

Customer Satisfaction Surveys Raymond Gee, Research Director, TNS

©TNS 2012

Building a customer-centric research program

Stakeholder Management

2

©TNS 2012

What are organizations focus on today?

3

Smile chart


©TNS 2012

Customer retention: gaining more customers than you lose

4


Gain

Loss

©TNS 2012

Customer loyalty: customers spending more with you

5


©TNS 2012

Customer advocacy: customers attracting new customers

6


©TNS 2012 7

Today’s business

Three ways loyal customers are essential for growth

Loyalty & new spend New customers


©TNS 2012

Excellent customer experiences are vital for sustainable growth

“If there’s one reason we have done better than our peers in the Internet space over the last six years, it is because we have focused like a laser on customer experience, and that really does matter, I think, in any business.”

Jeff Bezos, CEO Amazon.com

8


©TNS 2012

But keeping loyal customers is increasingly difficult and costly

9

Gain

Loss


©TNS 2012

Keeping loyal customers is increasingly difficult and costly

10


©TNS 2012

Keeping loyal customers is increasingly difficult and costly

11

*! @# !?


©TNS 2012

To grow you need to create and map a customer-centric strategy to your organisation

12


©TNS 2012 13

Building a customer-centric strategy


The customer is the ultimate judge of whether the quality of your goods and services is satisfactory and acceptable. This is why the customer must be at the centre of any quality improvement program. The customer experience is a permanent function that should permeates all aspects of an organization. It falls in the same class as terms like cost, expenses, assets and budget.

©TNS 2012

Designing Effective Research:

Approaches and Questions

14

©TNS 2012 15

The Evolution of Customer Satisfaction Research


Customer Satisfaction

Customer Loyalty

Customer Engagement

Stakeholder Engagement Management

Balanced Scorecard

©TNS 2012 16

The Research Challenge

1) What are the research and business

objectives that you are trying to

accomplish?

2) How do you solicit honest and

accurate feedback that is reflective

of someone’s thoughts and

feelings?

3) How do you create a set of sample

data is representative of the entire

universe?

©TNS 2012

Structuring A Research Program

17

Our clients business issues

Steps To Take Into Account

Identify research questions

Sampling Engaging

the stakeholder Asking the

right questions

Analysis

Action the data Travellors

Tenants

Media & other

Influencer

Employees

©TNS 2012

Relationship Measurement Research

18

Relationship measurement research enables companies to manage the strength of customer relationships within the competitive environment.

It delivers actionable insights on:

What is most important to customers

Performance across all main touch-points

Performance against key competitors

The link between loyalty and financial outcomes

Input for strategic initiatives

Focus on Strategy

Customer Experience Research

©TNS 2012

Transactional Research

19

Transactional research enables companies to manage the service delivered across all its transaction points to improve operational performance and ensure the customer has a positive experience.

It delivers actionable insights on:

Whether the service is satisfying customers

How well minimum service standards are met

Where are strengths and weaknesses in service

Who are the unhappy customers

What operational improvements need to be made

Transactional research can also be used to identify unhappy customers for remedial action in real time – reducing the risk of their defection and negative word of mouth.

Manage Customer Satisfaction

at the Point of Interaction


©TNS 2012

Focus Groups

20

Focus groups are discussion sessions with 8 to 12 participants, led by a moderator, that allow companies to learn more about what customers think or feel in a less structured process. Focus groups are mainly used in two contexts in stakeholder management research:

Prior to a survey, assist in identifying the most important issues and expectations that need to be measured or incorporated in a survey.

After a survey, to dive deeper into issues and concerns that were raised by stakeholders.

For deeper understanding of the customers


©TNS 2012

Sampling Considerations

21

Census

Probability

Samples

• Random Sample

• Stratified sample

Non Probability Samples

• Convenience sample

• Snowball samples

©TNS 2012

Engaging Stakeholders

22

Telephone

• Panels, Email, Pop-ups

Online

Mail back

Interactive Voice Response

Intercepts

©TNS 2012

Questionnaire and Analysis

23

The Questionnaire

What do you rate?

Direct versus indirect lines of questioning

Answer scales

Length of interview

Revealing survey sponsor

The Analysis

Topline results

Bi-variate results

Verbatims

Advanced multivariate statistics

©TNS 2012

Completing the loop from measurement to change


24

Ensuring results have impact

Advanced process analysis

Action planning workshops

KPIs in bonus plans

Linking results to financial and stakeholder relationship measures

©TNS 2012

TRI*M Customer Experience

25

Workshop

Getting Into The Details

©TNS 2012 26

The two most important components to a satisfaction/loyalty/engagement survey


1) A metric/index that measures the state of your stakeholders (aka KPI) 2) A roadmap (AKA Key driver analysis) that identifies how to improve your KPIs

©TNS 2012 27

Constructing a Metric/Index


Weighted average of

attributes most influential to

business results

Holistic, 3000-feet above the

ground measure of the

relationship

Option 1 Option 2

©TNS 2012 28

Constructing a Metric/Index - Examples


Location X15%

Parking X10%

Clarity of signage X25%

Interior décor X20%

Emergency readiness X5%

Available of stores and restaurants X20%

Cleanliness X5%

Overall satisfaction

Likelihood to speak positively about

Comparison to other airports

Meeting expectations

Recommend

Trust

Delight

Option 1 Option 2

©TNS 2012 29

Constructing The Road Map


1) How to develop a list the attributes to measure and monitor

• Internal company view • Customer view

2) Analytic options / models

• Open-ended verbatims • Rank order of importance • Gap analysis between importance & performance • Correlation to main metric/index • Regression Analysis

©TNS 2012 30

Do’s and Don’ts of engaging stakeholders


Do Don’t

• Use a neutral third party interviewers • Provide as much information to interviewers as possible •Notify respondents in advance about the survey • Provide a contact name or number for respondents to reach out to, if they have questions •Be prepared to field questions about the survey • Thank the respondent • Optional: provide a respondent incentive

• Give interviewers freedom to deviate from interviewer script • Deviate from agreed methods of data collection • Invite new (or sometimes substitute) respondents that were not selected for survey participation • Mislead respondents about length of questionnaire • Persistently harass respondents to participate • Press for answers when respondents aren’t sure

©TNS 2012


31

Case studies

Victoria Airport Authority

©TNS 2012

Engaging VAA Tenants

Study 1 Questionnaires were mailed to businesses operating either in the terminal

building or on airport grounds

Completed surveys returned by business post

A prize draw, offering the chance to win a gift voucher ($250) was offered as an incentive

Telephone calls were also placed to non-responders during the field period in order to boost response rates

VAA contact was made available to field inquiries


32

©TNS 2012

Questionnaire (1)

33


©TNS 2012

Questionnaire (2)

34


©TNS 2012

Questionnaire (3)

35


©TNS 2012

ExcellentVery Good

GoodFair

Poor

43% 43%

7%

3%

3%

30% 50%

10% 7%

0%

Overall Satisfaction VAA Compared to Other Cdn Airports

VAA Tenant’s have higher satisfaction ratings whilst competitors


36

©TNS 2012

Customer satisfaction will have a strong impact on the relationship (1)


37

35%

43%

43%

30%

10%

40%

16%

18%

14%

21%

50%

33%

30%

42%

35%

28%

7%

20%

57%

25%

37%

Availability of parking

Cost of parking

Ground transportation to/from city

Quality & service of retail vendors

General cleanliness in terminals

Quality & service of the food vendors

service provided by cleaning staff

Does not apply 1. Very dissatisfied

2. Somewhat dissatisfied 3. Neither satisfied or dissatisfied

4. Somewhat satisfied 5. Very satisfied

Dissatisfied Satisfied

0.8

0.7

0.6

0.5

0.5

0.3

0.2

Importance

Most important

to relationship

Satisfaction

©TNS 2012

18%

8%

32%

32%

25%

24%

45%

63%

32%

Signage inside terminal building

Signage leading to the terminal

Signage to direct public to businesses outside terminal

Does not apply 1. Very dissatisfied

2. Somewhat dissatisfied 3. Neither satisfied or dissatisfied

4. Somewhat satisfied 5. Very satisfied

Customer satisfaction will have a strong impact on the relationship (2)


38

Dissatisfied Satisfied

0.5

0.4

0.4

Importance Satisfaction

©TNS 2012

Suggestions to Improve Facilities

39

“Better permanent lighting in the staff overflow parking lot.”

“More signage inside the terminal...”

“…Access to a pager system.”

“Signage for easy camp tenants…”

“You need people with a helpful attitude, not negative.”

“Our staff levels have increased and we need to increase lease space for a lunchroom. More space.”

“Better parking facilities, or parking shuttle service.”

“Free wi-fi for travellers…”

“… more healthy food item choices…”

“…have red-coats help passengers all over the terminal (like in Kelowna airport).”

“A room for taxi drivers by the bullpen so that they do not gather inside the terminal.”

“Improve the access from pat bay highway.”


©TNS 2012

Take Aways

Improve transportation options for employees of the airport to get to and from work.

Improved communication to tenants regarding the future plans for the airport.

Increased involvement and communication with tenants who operate outside of the terminal building.

Provide opportunities to increase the amount of space available for business to expand.

Introduce free Wi-Fi for both passengers and staff in the terminal building.


40

©TNS 2012

Engaging Local Media

Study 2 A journalist database was compiled by the VAA

List was augmented by TNS through access to our own media database

Telephone interviews


41

©TNS 2012

Questionnaire


42

X.) How satisfied are you with the Victoria Airport communications with the Media? Are you…?

Very Satisfied

Somewhat satisfied

Neither satisfied nor dissatisfied

Somewhat dissatisfied

Very dissatisfied

X.) How would you rate the experience compared to dealing with other organizations of a similar size to the Victoria Airport Authority?

Better

Same

Worse

X.) How would you rate the Victoria Airport Authority on the following? Please rate the topics from 1 to 10 where 10 would be excellent and 1 would be poor.

10 Excel-lent

9 8 7 6 5 4 3 2 1 Poor

Getting in contact with the appropriate person to answer your inquiries.

Providing you with the information you need in a timely manner.

Providing you with honest and transparent answers to any questions you have.

Providing you with satisfactory answers or information to any inquiries you might

have.

X.) What else could the Victoria Airport Authority do to improve communications with the media?

©TNS 2012

27%

14%

55%

0%

0%

5%

Very Satisfied

Somewhat

Satisfied

Neither

Somewhat

Dissatisfied

Very

Dissatisfied

Don't Know

Satisfaction with VAA Communications (n=22)

20%

80%

0%

0%

Better

Same

Worse

Don't Know

Compared to Other Organizations (n=10)

Majority of journalists say they are satisfied with the VAA’s media communications…their VAA experience is the “Same” as their dealings with other organizations


43

©TNS 2012

VAA provides honest, transparent and satisfactory answers in a timely manner

44


10% 10%

10%

10%

10%

40%

60%

50%

50%

40%

20%

30%

30%

10%

10%

10%

0% 20% 40% 60% 80% 100%

% of journalists who have had contact with the VAA in past two years

(n=10)

1 2 3 4 5 6 7 8 9 10

Providing you with satisfactory answers

Providing you honest and transparent answers

Providing you with the information you need in a

timely manner

Getting in contact with the right person

©TNS 2012

Suggestion Box For Improving Communications

45


“Send out information about features ideas and to notify the media

about pubic meetings.”

“Send me e-mails with contact names.”

“To have better person outreach. The airport should try harder to be

more active in touching base and be aware of current issues and be

more aggressive.”

“Put us on your e-mail list.”

“Supply a contact list at the VAA to be contacted if needed.”

“To start by communicating with the media personnel.”

“Send out a list of their core contact people 24\24.”

“Send out a contact list by e-mail (never seen anything from

them).”

“Send out press releases about what is going on.”

“1. More regular updates. 2. Being more pro-active in getting in

touch with us.”

“More immediate information from routine matters like weather

delays.”

“Have regular updates.”

“To send press releases to our editor related to our magazine

subjects which is food and wine travel magazine.”

“Send out traffic updates compared to preceding months or years.”

©TNS 2012

Questionnaire 1) Please rate your overall satisfaction with your iPad2.


48

Very Dis-

satisfied

1

2

3

4

Very Satisfied

5

Overall Satisfaction

2) Please rate your satisfaction with the following

attributes of your iPad2.

Satisfaction with Attribute

Very Dis-

satisfied

1

2

3

4

Very Sat-

isfied

5

Quality

Customer Service when buying

Customer Support after purchase

Value for the money

Delivery

Ease of set up

Design

Portability

3) Please rate the importance of the following attributes when buying iPad2. Importance of

Attribute

Not at all

Important

1

2

3

4

Very Important

5

Quality



Value for the money

Delivery

Ease of set up

Design

Portability

4) Do you have any comments and suggestions regarding your iPad2?

©TNS 2012

Topline Results 1) Please rate your overall satisfaction with your iPad2.


49

Very Dis-

satisfied

1

2

3

4

Very Satisfied

5


5% 10% 10% 35% 40%

2) Please rate your satisfaction with the following

attributes of your iPad2.

Satisfaction with Attribute

Very Dis-

satisfied

1

2

3

4

Very Sat-

isfied

5

Quality 5% 5% 23% 43% 24%


11% 25% 33% 22% 9%


25% 25% 15% 15% 20%

Value for the money 15% 15% 15% 25% 30%

Delivery 24% 5% 25% 16% 30%

Ease of set up 4% 5% 11% 50% 30%

Design 3%

17% 30% 35% 15%

Portability 1% 5% 15% 39% 40%

3) Please rate the importance of the following attributes when buying iPad2. Importance of

Attribute

Not at all

Important

1

2

3

4

Very Important

5

Quality 4% 8% 15% 33% 40%


1% 6% 23% 40% 30%


20% 25% 25% 20% 10%

Value for the money 5% 8% 15% 55% 17%

Delivery 16% 5% 44% 35% 0%

Ease of set up 11% 4% 33% 35% 17%

Design 2% 5% 7% 35% 51%

Portability 4% 8% 16% 22% 50%

4) Do you have any comments and suggestions regarding your iPad2?

©TNS 2012

Benchmark Study


50

iPad2

Percentage(%) Very Dis-

satisfied

1

2

3

4

Very Satisfied

5


5% 10% 10% 35% 40%


satisfied

1

2

3

4

Very Satisfied

5


10 % 25% 15% 20% 30%

Blackberry Playbook

Dell Streak 7


satisfied

1

2

3

4

Very Satisfied

5


30 % 25% 20% 15% 10%

©TNS 2012

70%

86%

72%

73%

30%

72%

35%

52%

31%

50%

55%

67%

35%

79%

46%

80%

0 10 20 30 40 50 60 70 80 90 100

Customer service

Design

Value for money

Quality

Customer support

Portability

Delivery

Ease of set up

Percentage

iPad2 Satisfaction Importance

+28%

+11%

+7%

+5%

-6%

-17%

-36%

-39%

Differences

GAP Analysis


52

©TNS 2012

Quadrant Analysis


53

Customer service

Design

Value for money

Quality

Customer support

Portability

Delivery

Ease of set up

20

30

40

50

60

70

80

90

100

20 30 40 50 60 70 80 90 100

% I

mp

ort

an

t o

r V

ery

Im

po

rtan

t

% Satisfied or Very Satisfied

Quadrant Analysis for iPad2

©TNS 2012

Regression-Top 4 attributes leading to overall satisfaction


54


b=45% Quality(67%)

b=30% Customer Service (31%)

b=15% Ease of Set Up (80%)

b=10% Value for

Money(55%)

b = Beta score

©TNS 2012

Key Insights iPad2

• IPad2 is outperforming competitors

• Users like the ease of set up, portability and quality of device

• Customer service and support around the product can be stronger

• Design, value for money, quality and customer service are said to be the most important features for customers.

• Delivery and customer support after purchase of the product said not considered to be as important.

• There is an opportunity to improve customer service to improve overall satisfaction with the product.

• There is a secondary opportunity to address potential quality issues.


55

Customer Satisfaction Surveys - IAAE · PDF fileCustomer Satisfaction Surveys Raymond Gee,...

Documents

Transcript of Customer Satisfaction Surveys - IAAE · PDF fileCustomer Satisfaction Surveys Raymond Gee,...