To what extent are consumers satisfied with your product, brand? Which of the product’s characteristics are considered strengths and weaknesses? How do your clients assess the service provided by your company? Which of its elements are they satisfied with and which are they less contented with? How do employees feel at your company? How do they evaluate work conditions, corporate culture and how can their motivation and satisfaction levels be increased?
Choose NRC’s satisfaction and customer loyalty surveys!
By satisfaction surveys the satisfaction levels of the following groups can be measured:
- consumers of a product or brand;
- the clientele of a service provider;
- partners and customers of a company/business;
- employees and workers of a company.
Satisfaction surveys are done with quantitative questionnaires in all cases including questions tailored to the customer or the subject in order to assess satisfaction levels, opinions and possible requirements of the target group. The questionnaires measure factors influencing satisfaction by scale type questions. It is possible, however, to include more specific questions which provide more information on areas involved, explore possible requirements, test ideas for change/improvement or gather suggestions.
It is recommended to repeat the satisfaction survey using the same questionnaire or a substantially similar one. This way changes in satisfaction levels thus the impact of different measures and developments can be followed.
Interviews can be carried out personally, by phone or online. Apart from the financial aspect, the technique of data collection is determined by the individual parameters of the surveys. NRC recommends online data collection in all cases where internet penetration among the basic population examined exceeds 50 per cent (young people, those with high status, users of certain products/services) and the use of internet itself cannot cause bias in answers. In these cases online research can be just as reliable as other techniques of data collection furthermore, due to its quickness and cost-effectiveness it is significantly more beneficial for the commissioner. In case of surveying satisfaction levels of employees, too, online interviewing can be applied effectively – here respondents receive questionnaires via the intranet or the internal email system of the company.
In satisfaction surveys – used mostly as supplementary research but in some cases as a stand-alone method – qualitative techniques can be applied as well. In focus groups deeper aspects of customer satisfaction can be explored and these methods provide a more flexible way to get acquainted with needs, and to gather ideas and suggestions. In B2B satisfaction surveys depth interviews make it possible to obtain information from groups that are more difficult to reach through quantitative data collection techniques.
