Customer Satisfaction Measurement

• Customer satisfaction studies only show us what we already know – how will a survey help us increase our market share and customer share?
• Our previous customer satisfaction study sat on the shelf – how do we conduct studies that have actionable results?
• We know we should be measuring customer satisfaction – what is the best way for us to conduct it?

Although Customer Satisfaction Measurement is the most frequent application for market research, it is often over-simplified, not well-thought out, and not actionable.

With new ISO standards requiring customer satisfaction measurement, most companies conduct some form of customer satisfaction surveys. Unfortunately, it is often conducted by individuals who are not experts in designing market research. The results too often sit on the shelf and do not drive changes within an organization.

The Allegheny Marketing Group (AMG) has conducted hundreds of customer satisfaction studies for clients, each custom-designed for their specific needs. Understanding the voice of the customer, and more importantly, how the information can be collected, presented, and interpreted to create actionable results is what AMG does best.

AMG uses a wide variety of techniques to conduct the research – e-mail, web surveys, telephone interviews, face-to-face discussions, and mail surveys. Understanding the right way to design a questionnaire, the right methodology for the situation, and the right way to interpret and present information is key to successful study.