Customer Satisfaction

Customer Satisfaction Clients
Report Example

Wilkerson & Associates has developed a system to evaluate customer satisfaction. In a competitive environment, organizations must exceed customer expectations to achieve a lasting advantage over their competition.
On-Site Tracking of Customer Satisfaction

On-site/Exit Interviewing - We conduct these interviews face to face with customers. Retail stores and restaurants are common locations for surveys of this type.

However, we can do them at any location where customers are concentrated. Some typical examples of this type of research include: We often design the forms so that we can use Optical Scanning technology to reduce the costs and to speed up the processing of the information.

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Transaction Audit Tracking of Customer Satisfaction
Transaction Audits - - We use this technique as an on going (often 52 weeks a year) tool to monitor a specific type of buying/usage encounter.

We usually conduct transaction audits by telephone. In order to conduct an effective program, you must be able to identify the following information about the transaction:

  • The customer and their telephone number
  • The date/time/place of the encounter
The employee(s) involved in the transactions

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Employee Satisfaction Studies

 Employee Attitude Surveys - Employee motivation and morale are an essential element of a successful Customer Satisfaction Monitoring Program.

If your employees do not believe they can be, or worse yet do not want to be successful in serving customers, your organization will have difficulties meeting the needs of your customers.

You need to know how employees think and feel about the things that influence their motivation to serve customers.

We believe that these critical items are:
  1. Job Success Factor’s - Included in this category are all of the things an employee believes they need to be successful in their job.

    This includes the relationship of the employee with their supervisor, peers, and senior management.

    It also includes support issues such as training, staffing, budgets, communications, etc.


  2. Job Reward Factor’s - This factor includes all of the monetary and non-monetary ways that employees can be rewarded for doing a good job.

    Naturally, the motivational impact of wages, incentive programs, company benefits, and other such financial factors are included in this category.

    However, it also includes all of the formal and informal ways that we appraise performance and recognize the successes of employees.


  3. Internal Customer Service - We also measure the effectiveness of the internal support given to employees by others in the organization.


  4. Employee Perceptions of Service - - We also evaluate how well employee who work with customers think that they do their job.
In this way, our clients can coach employees and help them understand how closely their beliefs match those of the customers.

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The Informal Types of CSM Systems

The informal systems do not always involve random sampling procedures. Even when we do use random sampling techniques in these programs, non-response rates are usually high. In the end, customers decide to voice an opinion, or not.

Unfortunately, since most satisfied customers do not take the time to tell you about their positive experiences, we often find that the results from these informal systems have a negative skew.

When appropriate, we set-up on going programs that we call

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Relationship Tracking of Customer Satisfaction

All research that monitors changes in market position over time are tracking studies. Many people also use the term Awareness, Attitude, and Usage (AAU) research as a synonym for tracking studies.

Many organizations like yours compare the results from one period to the next, so that they can identify and promptly act upon important changes in the marketing environment.

A well-designed project will measure and track the essential elements that drive the marketing success of the organization.

Further details about the advantages and disadvantages of each of the following types of tracking are available upon request:
  • Annual Point in Time Comparisons - In this approach surveys are conducted at an agreed upon time each year.
  • Multiple Point in Time Tracking - This approach is similar to the annual tracking previously described. The tracking intervals could be semi-annual, quarterly, or monthly.
  • Moving Average Method of Continuous Tracking -In this form of tracking the interviewing is continuous. An agreed upon system of weekly/daily quotas is used to make on-going calls on all days, and in all areas where interviewing is authorized.

When linked with our Brand Equity Model, any of these options can be a useful strategic tool. However, the “Moving Average Method of Continuous Tracking” is our choice.

We think it provides the most accurate and flexible way to measure the effectiveness of short or long-term projects (either one of yours, or one of the competitions) as they unfold.

This method of tracking is the one most commonly used by our clients. They like it because it is very helpful for all types of special reporting.
  • For instance, if the competition initiated a new strategy your management could easily determine how the marketplace was reacting to it.
  • Simply by asking us to identify the interviews before, during, and after their actions we could analyze the responses and evaluate the impact of the opposition’s strategy.
  • Another advantage of this type of tracking study is the chance to evaluate the impact of your own advertising and marketing strategies.
  • A careful analysis of our data and your own will quickly reveal the extent to which your messages have influenced buying patterns.

Once the overall tracking plan is ready, the next step is to define the markets you wish to study. The two- (2) issues that we must always address in the definition process relate to these important marketing questions:

1. In what specific geographic areas should I measure my market position?
  • What is my Primary Market Area?
  • What is my Secondary Market Area?
  • The essential point in the market definition process is to avoid spending research dollars to learn the obvious.
2. What are the eligibility criteria for the customers and prospective customers we will survey?
  • To accomplish this, you must take care to define all of the essential stakeholders who will help you to sell, or influence the purchase of your products.
  • If you have multiple distribution channels, you should consider each of them as you define the “relevant stakeholder groups” for your products and services.
  • This may mean that you should consider surveying a variety of end-users (both consumer and industrial/commercial), as well as important intermediaries such as consultants, brokers, and distributors.
  • Category specific purchasing behavior and buying/brand preferences are also frequently used eligibility criteria.
  • We may consider minimum purchasing levels in your category as an eligibility requirement.
  • We will assist you in developing the final eligibility definitions; either judgmentally, or by means of customer focus groups.
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Mystery Shopper Audits

Mystery shopper audits are used to test compliance with company protocols.
  • Specific shopper protocols are developed
  • Shops can be conducted in-person or over the telephone
  • Typically used in banks, restaurants and retail stores but can also be used for professional services
  • Multiple shopping events are undertaken over a specified period of time

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Service Improvements Studies

This type of research is developed when there is a documented or suspected lapse in service quality.
  • Qualitative research in the form of focus group are conducted with customers that have indicated less than satisfactory service from previous research
  • Service standards are developed from the research and systematically implemented in all company locations
  • Quantitative research is conducted at a later date to determine if satisfaction has increased and that all service standards have been implemented

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New/Problem Store Studies

Problem Unit Research (PUR) - In this type of study our client targets low performing units and we complete customer surveys to determine what problems they experience at that location.

New Store Opening Research (NSR) - We complete this type of study during the grand opening of a new unit.

It helps our clients to gauge the impact of their pre-opening communications and operations programs.

By recalling customers later, we can also learn about how the buying behaviors and attitudes have changed before, during, and after the grand opening.
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