Not Satisfied?
Not knowing if your customers are satisfied should make you unsatisfied. One of the oldest and yet more ignored market research activities is customer satisfaction surveying. Since customers are the source of buzz – both positive and negative – knowing what your paying customers think and feel is critical to seeing potentially fatal problems and capitalizing on stunning capabilities. It also can uncover where you think what you offer is important but actually disinterests the market. It’s almost as good as surveying lost sales an activity which is very valuable and equally rare. The key objectives of every customer satisfaction survey are to know where a company excels (for promotional purposes), where it lags (for improvement) and where there are opportunities for profitable change. I once ran a customer satisfaction survey that included a pricing sensitivity measure and discovered that my client was undercharging for their product. They received a … Continue reading →