Goal: The goal of Customer Satisfaction Research is to understand whether your current and potential customers are satisfied with your and your competition’s products and services and what the points of dissatisfaction are.
Learning the reasons for potential dissatisfaction is vital since it is directly related to the marketing and sales activities. Another goal of such research is to keep the satisfied customers and find out what can be done to further increase their satisfaction level.
How it happens: Customer satisfaction research is realized through the use of both qualitative and quantitative techniques. At the first stage, a survey form is prepared through qualitative research with the target audience, or through analyzing the data gathered through platforms such as hotline, customer line, etc.. The survey form needs to reflect real consumer demands and concerns. Through quantitative research with existing and potential customers, it is possible to report how satisfied the participants are, what they are satisfied or not satisfied about, why they are not satisfied, and what their demands and complaints are.
Using Customer Satisfaction Research:
- Before the more difficult and expensive stage of finding new customers, you can learn what is needed to maintain your existing customers and take measures.
- You can compare your current service understanding and processes with those of your competition.
- You can quickly and directly learn what your customers want.
- You can figure out ways for gaining new customers.
|
|
