Customer survey questions

[Louise Masters]

Looking for ideas for in-depth questions to ask our customers during one-on one interviews / survey. We will only ask a very small sample 3 - 6 key corporate customers to whom we have provided an enterprise software solution covering implementation, training, consulting, and support. The purpose of the survey is to gain valuable insights into what the market perception is of us, what they value. The results will enable us to distill our strategic market positioning USP for use in our new website, marketing collateral, and case studies.

[small business marketing]

Here's a few to consider.

• Where did we do best?
  
• Where could we have done better?
  
• What impact has our solution had on your company?
  
• Why, or why not, would you recommend us to others?
  
• If you were recommending us to another company, what would you say?
  
• Can we use your comments in our marketing materials?

Cheers

Gary

[cellis]

Hi Louise,

Your question and my joining seem quite timely. We've been working on a project called the Customer Satisfaction Monitor for over 12 months and did a lot of research into how to measure customer satisfaction.

Eventually we whittled it down to about 6 key questions and these we mapped onto two charts. One is called the Value Chart which measures delivery on promise and value for money. The other is the Service chart which measures customer service efficiency and effectiveness.

From our research it was clear that these two charts provided the most important information for both vendors and customers and addressed the key drivers in the purchase decision process.

Of course, we've taken the whole customer satisfaction to the next level and enable vendors to not only track customer satisfaction but also enable that information to be used by potential customers.

You can check out how it works at www.customersatisfactionmonitor.com.

Instead of researching a handful why not give all your customers an opportunity to provide feedback, which will give you greater insights into your product and service delivery.

Chris

[JohnPhillips]

Hi Louise,

I would recommend using a mixture of qualitative (what did we do best) and quantitative (rate from one to five) questions. The qualitative questions will give you key words for your marketing materials, USP etc while the quantitative questions will give you a base line against which you can measure later.

Presumably you will implement changes in your business following the survey, so it would be good to be able to conduct the survey again later and measure the change in a meaningful way.

John Phillips