Customer Satisfaction
Surveys
Employee Training
Guide
Overview
• What is a Customer Satisfaction survey?
• Purposes of Customer Satisfactions surveys in our
organization
• Nuts and bolts
• Example
• Group activity
• Summary
What is a Customer
Satisfaction Survey?
An Instrument that consists of a series of
items that are designed to elicit customer
perceptions.
Benefits of using Customer
Satisfaction Surveys
• Builds a strong relationship with
customers.
• Quantifies customer satisfaction levels
• Enables our organization to measure up to
customer expectations
Developing Customer
Satisfaction Surveys
•
•
•
•
Identify customer requirements
Develop and validate the instrument
Implement the Survey
Analyze the results
Identify Customer
Requirements
• Understanding customer expectations:
quality, service, and performance
• Examine documents that were established
when relationship with the customer began
• Interview customers to go over customer
wants
Develop and Validate the
Instrument
• Develop items that will measure customer
requirements
• Use the critical incident approach
• Items should be declarative close-ended
questions
• Reliability and validity are two different but
interrelated issues
Implement the Survey
• Make survey available to customers
• Test/retest approach to ensure valid and
reliable responses
Analyze the Results
• Data processing should be kept simple
• Use Pareto’s analysis when analyzing openended questions
• Use advanced statistical analysis only
when necessary
Day’s Inn Penn State
Example
• Days Inn is a Universal chain of Hotels
• In such a customer based industry it is important
for them to understand customers expectations
• They have a survey available to all guests in their
rooms that they can mail after being completed
Group Activity
•
•
•
Its your turn to develop a
Customer Satisfaction
Survey!!!
Break off in teams of 4
and develop a customer
satisfaction survey for a
fast food restaurant
Using a 5 point scale, 5
being the most satisfied
and 1 being the least
Helpful Hints when
Constructing Survey
• What is the critical incident?
• What is important to an individual when going to a
fast food restaurant?
• Balance focus between what is important to the
customer and what is important to marketing?
• Keep Survey short but ask important questions
Example Items on a Fast Food
Survey
• ___ I was greeted on entering Henry’s
• ___ There was a server available when I
approached the service counter
• ___ My line had less than three people when
I arrived
Summary
• Customer Satisfaction is a key for an
organization to survive
• Surveys enable an organization receive
positive and negative feedback on
products or services
• Surveys increase Customer Retention.
Bibliography
•
•
•
•
“Customer Satisfaction Surveys: How Satisfied are your
customers.” Internet.
http:www.busreslab.com/consult/custat.htm. 10 February 2001.
“Customer Service Training.” Internet.
http://www.pbsconsulting.com/customertrain.htm. 10 February
2001.
Foster, S. Thomas. Managing Quality an Integrative Approach.
Upper Saddle River: Prentice Hall, 2001.
Massnick, Forler. The Customer is CEO. New York: amacon,
1997