Customer Satisfaction Process Item 3: Do Customer Research

Make Research Actionable

In the customer satisfaction process, actionable research is valued because it helps improve the company's products, services or brands, leading to greater sales and profits. Here are some things to look for in customer satisfaction research that will make it come to life as a management tool. This is market research 101, that's why it needs to be done. Without it the information may not be useful or actionable.

Collect customer information that is appropriate to the decision at hand. Understand what business problem the information is intended to help solve. Clarify the research problem(s) associated with the business problem. Be sure the chosen research solution is appropriate and cost effective in solving the specified research problem.

Make sure information is collected in an appropriate way, and that the customers selected for the study are appropriate for the problem at hand. Develop questionnaires carefully so they flow well, are of proper length and are not subject to misinterpretation. Manage data accurately.

Analyze Results Statistically

If your customer satisfaction information is derived from a sample of customers, follow accepted sampling procedures so statistical conclusions can be drawn about your customer population. Determine margins of sampling error and identify statistically significant differences among results. These practices will help managers interpret the findings and decide how much weight to give them in business decisions.

Report Results Clearly and Quickly

When customer satisfaction information is "on stage" with managers, be sure it is presented in a manner that can be quickly grasped. Use charts and bullet points to highlight methodologies, key findings and conclusions. Present the answers to the questions key manager raised earlier in the customer satisfaction process.

Present reports to the managers of customer touchpoint processes, since it is these managers who will benefit most from better customer satisfaction.

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