Customer Satisfaction Surveys · Over half complete customer satisfaction surveys to share a...
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Opening the Door to Customer Engagement Customer Satisfaction Surveys
Transcript of Customer Satisfaction Surveys · Over half complete customer satisfaction surveys to share a...
Opening the Door to
Customer Engagement
Customer Satisfaction
Surveys
consumerpulse
Over 1/4 of adults have completed a customer satisfaction survey - most respond ‘somewhat frequently’
Infrequent (1-2 Times)
20%
Somewhat Frequently
(3-10 Times) 55%
Frequently (11 or more
times) 25%
Frequency of Completion
Yes, 27%
No, 73%
Completed Satisfaction Survey
Base: Those who have been asked to complete a customer satisfaction survey in the past 12 months. ● Q24a: For which type(s) of experiences or occasions have you actually completed a customer satisfaction survey? Select all that apply. Base: Those who have completed a customer satisfaction survey in the past 12 months. ● Q46a: Specifically, how many have you completed in the past 12 months? Open end response.
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consumerpulse 3
“I think that my opinions are important to businesses.
Therefore I fill surveys out regardless of if there is a
monetary or material incentive. I have an important job as a consumer to give my input.”
Female, 55-59
consumerpulse
People completing satisfaction surveys generally have the company’s best interests at heart
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28
35
37
39
40
45
50
57
0% 20% 40% 60% 80% 100%
For a free gift
To register a complaint
To receive better service orproducts from the company
To praise a specific employee
For entrance into a raffle orsweepstakes
For discounts
To improve the company
To share a good experience
% of respondents
Why Complete Satisfaction Surveys
4 Base: Those who have completed a customer satisfaction survey. ● Q25: Generally, why do you complete customer satisfaction surveys? Select all that apply.
Customers give feedback as part
of their “job” as a consumer.
Customers don’t see themselves as passive consumers
but rather empowered-
actively participating in
helping companies improve
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“I want to get a message across, be it good or bad, about my experience…I’m
motivated by the knowledge that I have ‘gotten it off my chest’ if it’s a bad experience or I have personally rewarded someone’s service if it’s a
good experience.” Female, 55-59
“Mod: Generally speaking, how do
you feel after completing customer
satisfaction surveys?
Guest: Hopeful that it did some
good for them or the next person.”
Male, 45 to 49
consumerpulse
It is customers’ disappointment or sense that they have been disrespected that drives them to speak up
Yes, 82% No, 18%
Expressed Poor Rating or Negative Response at Least Once
Base: Those who have completed a customer satisfaction survey in the past 12 months. ● Q48: Of those [NUMBER OF SURVEYS COMPLETED] survey(s) that you completed in the past 12 months, for how many of them did you give a poor rating or negative complaint? 6
When customers do give poor ratings it is disappointment
or a sense that they have been
disrespected that makes them speak
up
consumerpulse 7
A: A cashier was chatting with all the
other employees and working so slowly that I
spent more time checking out than I did
shopping.
A: Not a big surprise. I guess I just wanted
some acknowledgement that my complaint
was valid.
A: Unfortunately, none. They are the only
[store] in town. I simply save too much money
to stop shopping there.
Q: What was the problem you experienced?
Q: And I see that you did not get a
response from the company you
submitted the complaint to.
How did you feel about that?
Q: What impact does not receiving
a response have on your likelihood
to do business with [retailer] in
the future?
Moderator Consumer
consumerpulse
When customers take the time to speak up, they expect a personalized response, few receive one
Dissatisfied (%0-4)
26%
Indifferent (%5-7)
35%
Satisfied (%8-10)
39%
People who received a response
Overall, how satisfied were you with the response?
Base: Those who have given a poor rating or negative complaint on a customer satisfaction survey. ● Q47a: Did you get a response from the company? Base: Those who received response from a company regarding poor rating/negative complaint. ● Q47b: Overall, how satisfied were you with the response? 8
Just 35% recall a response from the company, the last
time they gave a poor or negative rating
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“…I also expected some follow-up from the company but that did not occur. If I have been a customer for years, I expect some consideration.”
Male, 70-74
consumerpulse
Key Takeaways
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Focus invitations and messaging around “doing good” and improving the company: Rewards are important for expressing appreciation, but good intentions are the top motivators for completing a customer satisfaction survey. Over half complete customer satisfaction surveys to share a positive experience or improve the company, while just 35% say they complete surveys to register a complaint.
Follow up with customers after they provide feedback – especially when the ratings are negative: Most companies are closing the door on customers before closing the loop on a bad experience. Not only is following up the right thing to do, but companies can differentiate themselves from those who fail to respond. Only 35% recall getting a response from the company the last time they gave a poor or negative rating on a customer feedback survey.
Metrics are key, but companies must also make customer satisfaction programs an important part of building and strengthening relationships: Approaching customer satisfaction programs as an experience with a shared common purpose between companies and customers lets companies find the most effective and satisfying way to communicate and respond to customers, whether they provide negative or positive feedback.
consumerpulse
About this study
• Independent Research: Conducted through the CMB Consumer Pulse
• Data collected from 1,481 consumers, age 18+ in the United States through panel company, Research Now
• Data was collected through a 15 minute online questionnaire in October, 2011
• As part of this research, iModerate Research Technologies conducted 21 conversations to provide additional context on Customer Satisfaction Surveys. Respondents were men and women over the age of 18.
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consumerpulse 179 South Street, Boston, MA 02111 ● 617-350-8922 phone ● 617-451-5272 fax www.chadwickmartinbailey.com
Jeff McKenna
Senior Consultant
Email: [email protected]
Jennifer Sage Senior Associate Researcher Email: [email protected]
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Consumer Pulse Team
