Assess Satisfaction To Retain Customers

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ASSESS

SATISFACTION
TO RETAIN
CUSTOMERS

HOW-TO GUIDE
Assess Satisfaction to Retain Customers
HOW-TO GUIDE

Maintaining prices and retaining customers in competitive markets depends heavily on your ability
to effectively service your accounts. Proactive organizations work with customers to identify their
strengths and weaknesses to better serve their market.

Use Demand Metric’s downloadable Customer Satisfaction Survey Template to bench-


mark current satisfaction levels and improve these metrics over time.

What are the Key Areas to Measure?


Buying Process — getting customer feedback on your buying process will help you support sales
more effectively, and identify any possible issues.

Value Proposition — learning how your value proposition is perceived is critical in determining the
effectiveness of your branding and communications strategy. Additionally, reduce risk by identi-
fying any customers who are not getting good value for money.

Products/Services — gather metrics on the effectiveness and quality of your products to close the
Product Development loop. Ask additional qualitative questions that can provide insight into what
the market is demanding.

Strategic Direction — measure the perception of your customers on your position as a market
leader and innovative organization. Use this data to demonstrate how effective you are at
communicating corporate strategy.

Customer Service and Support — gauge the responsiveness and courtesy of your service
department to ensure there are no unhappy customers with outstanding issues who may be at risk.

Website/Customer Portal — determine if your website or portal is providing a pleasant experience


or if additional resources need to be added.

Brand Preference — this area provides an opportunity to bottom-line customers. Find out who are
your advocates and who are your dissatisfied customers.

Bottom Line
Ignoring the ‘voice of the customer’ is not how world-class companies operate. To keep
retention levels high, define a customer feedback process that provides both quantitative and
qualitative results.

2 ASSESS SATISFACTION TO RETAIN CUSTOMERS HOW-TO GUIDE


Action Plan
STEP 1 - Discuss with Senior Management

Discuss
1 with Senior
Management
Impress Management
with the Meeting Agenda
Template
Determine
2 Timing
Table this idea during a
management meeting to
Customize a
3 Survey
see if there are any other
managers who agree that this
type of data would be helpful.

Communicate In particular, speak with


4 with Staff leaders from the Sales,
Customer Service, or
Professional Services
departments.
Distribute to
5 Customers

Gather Results
6 & Analyze

Meeting Agenda Template


Report to Senior
7 Management VIEW RESOURCE

8 Integrate Feedback

3 ASSESS SATISFACTION TO RETAIN CUSTOMERS HOW-TO GUIDE


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