The Be-all and End-all for Good Business
Satisfied customers are the most important prerequisite for good sales and vital for sustainable company growth.
Collection and management of customer satisfaction should therefore have a firm place in the marketing efforts of every company. Various factors play a role here and valuable insights can be gained if the right analysis tool is used.
Step by Step to Successful Data Collection
To get the best possible results, surveying customer opinion must be well prepared and planned. First, the goals of the survey must be defined. Answering questions like these is a good start:
- What insights should be gained?
- Which customer groups should be interviewed/analyzed?
- Should participation in a survey be linked to an incentive, such as a discount?
The next steps can be derived from these basic considerations. Various methods come into play in the subsequent determination of the questions and evaluation dimensions.
Analyzing the data obtained from surveys requires comparing figures. The following are proven key scores that produce comparable values:
- Customer Satisfaction Score: The CSAT provides information about the overall satisfaction of individual customers regarding a specific company interaction (for example, one could ask about satisfaction with the product or with its delivery).
- Customer Effort Score: The CES allows the assessment of how complex customers find interaction with the company (for example, a question might be aimed at the effort required to complete an order or to reach customer support).
- Net-Promoter-Score®: Der NPS ermittelt die Wahrscheinlichkeit der Weiterempfehlung und ermöglicht die Unterteilung der Kunden in diverse Kundengruppen.
- Things Gone Wrong: The TGW value shows the proportion of complaints in the total number of purchases.
- Social Sentiment: This size shows moods and tonalities in social media.
Subjective methods deal with customer opinions on the company image or the range of offers. These opinions can be gathered, for example, using the following methods:
- Personal customer surveys
- Telephone interviews
- Online surveys