What methods do you use to measure customer satisfaction?
Are you using a growth phone survey that you outsource to a third-party call center? Yes, there is such a method. But in this case, you need to understand that for the call center, your appeal to him is just a work order for collecting data. And call center operators are not interested in understanding customer satisfaction as much as you want to know.
There is an alternative – to conduct research in the form of a focus group.
Focus group research is the most optimal format for obtaining objective results. It is implemented within the framework of face-to-face interaction between the researcher and the respondents.
After a quantitative telephone survey using the NPS method, you can select all unhappy customers and invite them to a focus group. In the group, they will be able to tell everything that caused them dissatisfaction. Yes, this method of work is an expensive undertaking, but its advantages cannot be overestimated. First, a dissatisfied customer, seeing such attention to his dissatisfaction, can eventually become loyal, if, of course, the reason for his dissatisfaction is eliminated. But in any case, discontent will be reduced, since the person will have the opportunity to speak out. Secondly, it is he who will give reliable information about what needs to be changed in order to improve the service and become more attractive to customers. Third, such groups will provide a clear understanding of customer expectations that must be met.
I have written several blog posts about what the consumer loyalty index is and how to correctly determine it:
About the Author
Alexander Gruzdev is an extraordinarily experienced consultant in business analytics. Since he was 14, Mr. Gruzdev was working in the market research industry and started several businesses including gambling organizations, retail shops, and real estate.
Since his first entrepreneurial endeavors began, he never quit market research – in fact, during the last 15 years Mr. Gruzdev held the positions of general manager and shareholder in this segment. His experience in global market intelligence spans over 20 countries including Europe, Russia, Asia, and the MENA region, for more than 100 different customers.