Customer surveys

Customer surveys should deliver much more than a simple assessment of customer satisfaction. Just as important is a good understanding of how the company is performing compared to other suppliers and in relation to changes in the marketplace or how much added value it is perceived to offer its customers.

Surveys must address the issues of importance to your customers and use vocabulary and terms which are familiar to them.
Key issues to address include:

• Satisfaction:
  The basic measure - overall satisfaction with the offered products and services.
• Loyalty:
  Customers’ willingness to recommend your company to others; the intention to repurchase; possible plans to change suppliers.
• Added Value:
  The extent to which you help your customers realise their company objectives, pro-actively offer advice and provide solutions with true added value.
• Competitiveness:
  The extent to which your organisation distinguishes itself from other suppliers.
• Barrier Index:
  The trouble it takes customers to find a comparable supplier; the extent to which other suppliers approach your customers.

ICMA combines the above core measures to produce its Customer Performance Index (CPI). This can be successfully linked to a company’s profitability and may also be compared with the CPI of competitors, of similar companies or of divisions within the same company.