Evaluation
Summary
Welcome to our area devoted to the measurement and analysis of customer satisfaction. This page provides an overview of the methodologies we employ with separate sections covering the process of implementing an effective customer satisfaction measurement programme and the benefits your organisation can expect as a result.
Reviewing and acting swiftly upon the findings will have a positive impact on your customers’ perception of your organisation and their resultant satisfaction. Research shows that satisfied customers provide a significant competitive advantage, which can directly lead to increases in profitability and growth.
By choosing The British Assessment Bureau to undertake your customer satisfaction research, you can be sure you’ll be in safe hands. Your dedicated Research Manager will have the expert knowledge and experience required to maximise latest research methods and a background in quality management systems, to ensure your organisation gets the most from your programme.
Contact Us
If you would like to implement your own Evaluation programme, please contact us on 0800 404 7007 or use our email enquiry form. We look forward to discussing your requirements with you.
Benefits
It should go without saying that it is in an organisation’s best interests to ensure that customers are delighted with the product or service they receive. There is research aplenty which shows that satisfied customers provide a significant competitive advantage, which can directly lead to increases in profitability and growth.
In particular, satisfied customers are more likely to:
Return again and again and purchase more
Recommend you to others and tell others about their positive experience
Pay a premium for the privilege of doing business with a supplier they trust
Many organisations wrongly assume that their customers are happy with the product or service provided, relying perhaps on sales figures, customer complaint levels, or ad hoc comments from feedback forms. Unfortunately, such measures only give you part of the picture. Sales volumes can rise and fall for reasons other than customer satisfaction. Customer complaints can merely represent the vocal few - as many dissatisfied customers simply walk away - and whilst useful, ad hoc feedback isn’t representative of your entire customer base.
In order to provide accurate customer satisfaction data that will allow you to compare issues, provide benchmark data and allow for the tracking of changes over time, a quantitative survey method is required. The benefits of conducting a customer satisfaction survey, as part of a wider customer satisfaction improvement programme, are outlined below:
Understand how customers perceive your organisation
Identify specific customer requirements and your performance in meeting them
identify priorities for improvement (PFIs) - areas where improvements will produce greatest overall gains
Set goals for service improvement and monitor progress over time
Contact Us
If you would like to implement your own Evaluation programme, please contact us on 0800 404 7007 or use our email enquiry form. We look forward to discussing your requirements with you.
Process
Let us help you to understand your customers
Knowing what your customers want and how they rate you
starts with asking the right questions and requires
effective analysis of the results. We can help you to better
understand the needs of your customers through our
systematic approach to customer satisfaction measurement,
which involves your customers from the outset.
Step 1: Definition of customer requirements
In order to meet your customer’s requirements, the first stage is to define what these requirements are. We have found that by far the most effective way of doing this is to ask! Therefore, as well as familiarising ourselves with your organisation and seeking input from key employees, we will involve a carefully selected sample of your customers in a qualitative research exercise (e.g. depth interviews, focus groups, etc.) to define their ‘customer experience’. This process will derive the main areas of satisfaction and dissatisfaction experienced by your customers and, more importantly, aspects of the service that are of most importance to them.
The findings from this stage will determine the content of a quantitative customer satisfaction survey, as outlined in Step 2 below.
Step 2: Customer satisfaction survey
Qualitative research conducted with your people and customers will enable us to determine a list of key requirements that are considered most important to your customers. These requirements will form the basis of the survey and it will be these service attributes that will determine how satisfied customers are. By asking customers to rate the importance as well as their satisfaction with each of the stated customer requirements, we will be able to determine a satisfaction index that will demonstrate overall satisfaction levels (which can be compared year-on-year). Additional questions to capture customer loyalty and verbatim feedback (for example) can also be incorporated alongside satisfaction measurement.
We recommend a telephone survey as the most cost-effective means of accurately reaching the highest number of customers. Face-to face, postal and email surveys are alternative options that can be considered in line with the nature of your customer base and budget requirements.
Step 3: Define your sample
The findings gleaned from the exploratory research outlined in Step 1 will provide a unique account of how customers perceive your organisation and will be invaluable in determining the survey design. However, the views of a few will not be an accurate representation of your entire customer base. Therefore, we will work with you to organise a statistically robust sample of your customers; one that is randomly selected and representative of your customer base.
We recommend a total sample size of no less than 200 customers, in order that reliable conclusions can be drawn from the data. If your organisation has fewer than 200 customers, we would recommend involving all customers in the customer satisfaction survey.
Step 4: Analysis of the results
The data from your survey will then be analysed and a report will be produced. A basic report will identify key areas of satisfaction and dissatisfaction, an analysis of customers’ priorities, a ‘gap’ analysis (the difference between customer priorities and stated satisfaction), and an analysis of customers’ comments and any additional questions. We will also provide recommendations for how satisfaction can be improved and identify priorities for improvement (PFIs).
Step 5: Feedback
Once armed with your data, the most important part of the process will be relaying the information to your senior management team (or equivalent) and, a step often missed by many, to your customers! This latter group will have invested valuable time in completing the survey and will expect to see a demonstration from your organisation about how their issues are being addressed.
We can work with you to produce a presentation for your senior management team as well as a summary report that can be distributed to customers.
Step 6: Action
This crucial step will ultimately be down to you, but we can work with you to develop an effective Action Plan. We recommend that each identified priority for improvement (PFI) is owned and managed by the relevant person in your organisation and has clear activities and deadlines associated with it. This will be essential for monitoring progress and relaying on-going improvements to your customers.
Contact Us
If you would like to implement your own Evaluation programme, please contact us on 0800 404 7007 or use our email enquiry form. We look forward to discussing your requirements with you.
Our research credentials
It is essential that any customer satisfaction research that is designed for you is sensitive to both your organisation’s and your customers’ needs. All of our Research Managers are members of the Market Research Society (MRS); the primary industry association within the UK. The MRS has a strict code of conduct to which we abide, so you can be assured that all information supplied will be held in the strictest of confidence.
A senior research professional will lead your customer satisfaction research programme from start to finish. Your dedicated Research Manager will have the expert knowledge and experience required to maximise latest research methods and a background in quality management systems, to ensure your organisation gets the most from your programme.
Company Background
We have over 40 years experience in the assessment industry. Our brand is revered as a hallmark for quality and rigour. From Government agencies to owner-managed businesses, our clients depend on our systems and services to measure, test and monitor the competence and performance of their people and processes.
We have undertaken assessment projects with a large range of clients, including Public and Private sector, professional institutes, trade bodies and the voluntary sector.
Our performance is overseen by an independent Impartiality Committee and we are accredited by UKAS for our ISO management standards work. We recognise that providing good service requires a well trained and motivated team and we are proud to have been a recognised Investor in People since 1999.
Above all else, we believe it essential to work with our clients as true partners. Our maxim ‘without fear or favour’ typifies our ethical approach to such partnerships; we will never allow the fear of consequences or the promise of favour to influence our professional judgement.
Contact Us
If you would like to implement your own Evaluation programme, please contact us on 0800 404 7007 or use our email enquiry form. We look forward to discussing your requirements with you.