Business to Business customer satisfaction surveys

Business to Business customer satisfaction surveys The basic concept of business to business CRM is often described as the largest of companies to be more sensitive to the needs of their clients, as a small business. In the early days of CRM has been translated from? Answer? a? reactive?. The success of large companies recognize the need to be pro-active in finding [listening to] the views, conces, needs and levels of customer satisfaction. Paper-based surveys such as those left in hotel rooms, tend to have a low response rate and is usually completed by clients who have a complaint. Based on telephone interviews are often influenced by the phenomenon of Cassandra. Face to face are expensive and can be dealt with interviewer.INTRODUCTIONCRM based on the premise that having a better understanding of customers? needs and desires we can keep longer and sell more them.InfoQuest conducted a statistical analysis of data from customer satisfaction to include the results of over 20,000 visits in 40 countries InfoQuest.The conclusions of the study were as follows: -A completely satisfied customer contributes 2.6 times more revenue than a company as something totally satisfied Customer.A satisfied customer contributes 14 times more income Customer.A Completely satisfied Somewhat satisfied customer decreases revenue at a rate equal to 1, 8 Sometimes all that a satisfied customer business.Consider contribute to the following situations? A large inteational hotel chain wanted to attract more business travelers. It was decided to conduct a customer satisfaction survey to find out what they need to improve its services to such clients. A survey was made in writing in each room and guests were invited to fill. However, when the period is completed, the hotel is that the only people who have completed the survey were children and their grandparents! WHY '? Business travelers do not have the time or interest to participate in this type of survey! A large manufacturing company has completed the first year of what has been designed to be an annual survey of customer satisfaction. The first year, customer satisfaction was 94%. The second year with the same basic survey of the problems, but with another vendor survey, satisfaction dropped to 64%. Ironically, while its total income has doubled! WHY '? The questions are simple and made otherwise.   The order of questions was different.   The format of the survey was different.   Respondents were directed to a different level of management.   The question of overall satisfaction was at the end of survey.Although all customer satisfaction surveys are used to the compilation of the people? views, survey designs vary greatly in length, content and format. Analysis techniques through a series of tables, graphs and narrative interpretations. Companies often use a survey to test their business strategies, and its entire foundation of many businesses plan to study? Results. MA? Disturbing questions emerge.Are often provided correct results?   ? Sometimes accurate?   ? In any accurate?   Not exist? Hidden pockets of customer discontent? which dominates a poll?   May be information from the survey of confidence to take action with confidence? As the above examples, the different study designs, methodologies and population characteristics dramatically alter the results of a survey. Therefore, it is for a company to make absolutely sure that their study is sufficiently accurate to generate a true representation of their clients? views. If there is no way the company can use the results for the planning of actions requires the characteristics of a poll? S design, collection of data and methodologies used to conduct the survey, an estimate is required to ensure complete, accurate and correct results. The debate on the following page summarizes the different? Rules of thumb? that must be met if a poll is to become a company? s most valuable strategic business tool.QUESTION TYPESSurvey applications are classified into three categories: general satisfaction? ? How satisfied are you overall with XYZ Company? Key attributes? satisfaction with key business areas such as Sales, Marketing, Operations, etc.Drill Down? satisfaction of the issues that are unique for each attribute, and which can be taken to resolve this problem directly from the key attribute? s emissions of overall satisfaction is at the end of the survey so that their response will be affected by a more thorough reflection, which allows you to have answered first considered the responses to the survey of other questions.IE QUESTION Indicates if built correctly, will lead a wealth of information. The following should be taken into consideration: first, the investigation must be maintained at a reasonable level. More than 60 written questions in a survey will be exhausting. Only 8-12 questions begins taxing the patience of the participants in a mobile survey.Second, applications should use short sentences and simple words.Third, they must seek advice on an object at a time. For example, the question? As you are satisfied with our products and services? can not be effective, as it responds to a defendant may have opinions on products as against services.Fourth superlatives? excellent? o? much? should not be used in applications. These words tend to lead a response to a opinion.Fifth? Feel good? subjective performance issues on which concrete responses can be little action. For example, the question? How do you feel about XYZ Company? S position in the industry? produces responses that are not of practical value in improving a operation.oi dangers of PAPERThough Fill in the form of points is one of the most common types of surveys, there are significant weaknesses that can discredit the results. For example, all the previous answers are visible, leading to a comparison with the current issues, undermining the sincerity. Secondly, some respondents tend to unconsciously seek symmetry in their responses and to be guided by the patte of responses, not their true feelings. Thirdly, the paper surveys are generally classified sections in question, the defendant is able to fill a column of items in a category, while the lack of consideration for each application. Surveys INTERNET built the same? Points? format, often lead to the same trends, particularly if the lateral movement is uncomfortable for a question.In respond to a survey conducted by Xerox Corporation, over one third of all the responses were discarded because the participants had exhausted columns in place of each category carefully consider each question.o telephone surveys   While a telephone survey produced a more precise response to a study, which may have inherent flaws that impede the quality of results, such as: first, when the defendant? S is clearly the identity is unknown, conce about the possibility of being challenged or confronted with negative responses at a later date produces a strong positive bias in the responses (so-called? Cassandra phenomenon?.) Second, studies have shown people who become like a friendly conversation grows more, then, the influence responses.Third matter, human nature says that people like to be loved. Therefore, gender bias, accents, perceived intelligence, compassion and influence responses. Similarly, senior management egos often emerge when it comes to air your wisdom.Fourth, telephone surveys are intrusive on a high level? S time. A phone call without prior notice may create a negative impression of the first survey. Many respondents may be partially focused on the clock instead of questions. Optimal answers depend on a poll? clear mind and free time, two things that often lack the leadership. In a recent multi-national study, which offered the answers to the election of a telephone or other methods, all other elected methods.Taking preventive measures such as keeping the survey brief and using only highly trained to minimize idle call conversation, will help minimize the problems mentioned above, but not them.o eliminate the need for a high response RATEThe study objective is to capture a representative sample of views of an entire group of people. Unfortunately, unless a majority of the people involved, two factors that influence the outcome: Firstly, people tend to respond negatively to a survey more often positive as it encourages human nature? Ventilation? negative emotions. A low response rate to usually produce more negative results (see photo). Secondly, a small percentage of a population is less representative of the whole. For example, if 12 people are invited to take a poll and 25% respond, then the opinions of the other nine people are unknown and may be totally different. However, with 75% responding, only three views are unknown. The other nine will be more inclined to represent the views of the whole group. It can be assumed that the higher the response rate, the more accurate snap-shot opinions.o ACCURACY OF TERMSTotally vs Very satisfied Satisfied? Debates have raged in the table used to describe the levels of customer satisfaction. In recent years, however, some studies have shown that a permanent? Completely satisfied? score is between 3 and 10 times more likely to start a buyback and that this measure? table? category is much more accurate than any other medium. In addition, surveys that measure the rates? Completely satisfied? customers rather than the sum of the traditional? very satisfied? e? somewhat 'satisfied? provide a more accurate indicator of the size growth.Other problems? .. There are other golden rules that can be used to secure more important to offer a lot surveys? neutral? choice of a scale of five points for those who may not wish to answer a question, or for those who are unable to make a decision. This? Bail-out? option reduces the amount of views, which lowers the poll? s validity. Polls that use? Enough information? more like a final to persuade a defendant to choose to take a decision, unless they only have very little knowledge to respond to question.Scales 1-10 (or 1-100%) was observed between age groups several. Those who were educated by a percentage grading system often consider to be 59%? Flunking. These trends are often deeply rooted skew different peoples? results.o perceptions of the survey THOUGHTSThere are some additional details that can improve the polish of a survey. While a survey should be an exercise in communication excellence, the experience of a survey must be positive also for the defendant, as well as valuable for the investigation sponsor.First, popular? Makers to act on issues highlighted in the survey should be fully involved in the development process of the investigation. A? Team leader? should be responsible for ensuring that all categories of businesses are included (up to 10 is ideal), and that people take responsibility for responding to the results for each key Attribute.Second, Respondent validation? Once the names of potential interviewees were selected, they are called individually? Guests? to participate. This step ensures the person is willing to take the survey, and the causes of an agreement to that effect, thus increasing the response rate. It also ensures the person? And the name, title and address is correct, an area in which inaccuracies commonplace.Third, Questions? Open questions are generally best avoided in favor of simple, concise, one subject questions. Applications must be random combination of elements, which forces the defendant to be continually thinking about a different topic, and not on the basis of a response to the previous question. Finally, they must be presented in positive tones, which not only helps maintain an objective and uniform answering questions, but allows a consistent interpretation of results.Fourth Results? Each participant receives a summary of the survey results, in writing or - preferably - in person. Offering from the outset to share the results of the survey with each participant, the interest generated in the process, the response rate increases, and the company is standing on the left with an invitation to retu later to the customer and close the cycle of communication. Not just a means to address and explore issues specific to people, but often increases a person? S will participate later in surveys.o AND FINALLY well structured customer satisfaction survey can provide a valuable heritage of the market that human nature does not allow access to otherwise. Done properly, it can be a means of performance indicators, the measure of improvement over time, build relationships with individual customers, identifying customers at risk of loss, and improve the overall satisfaction of customer loyalty and revenue. If a company is not accurate, however, can become a source of the wrong direction, wrong decisions and lost money.InfoQuest Customer Relationship Management Limited, based in the UK, has an inteational network that conducts comprehensive customer satisfaction surveys of employees, the use of such techniques, as the survey ConSensor devices, analysis of neural networks (ProfitMaxsm), and our rate of income property. InfoQuest has made over 70,000 visits in 52 countries in 20 languages. He is regarded by its customers as the most profitable and efficient business operations and business customer satisfaction survey technique Coldwell available.JOHN   CEO   InfoQuest Customer Relationship Management Ltd.   The old chapel   Chapel Hill, Clayton West   Huddersfield   HD8 9NH   United Kingdom   Tel: +44 (0) 1484 868390   Fax: +44 (0) 1484 868391   E-mail: jc@infoquestcrm.com   Website: