Currently, only about 30 percent of independents do regular customer satisfaction surveys. But you cannot predict whether your customers will stay with your company in the face of competition unless you know if they are satisfied. In fact, research shows that even customers with high satisfaction levels will consider switching to another provider if given the chance. Ask your customers to rank on a scale of one to five their overall satisfaction with your company, as well as their satisfaction with various issues such as courtesy and friendliness of staff and availability of services. Surveys and focus groups are two ways to gather primary customer research.
Customer surveys reveal statistically accurate and quantifiable results.
You can measure your progress over a period of time by performing additional surveys. If you find an area of customer dissatisfaction and initiate a program to increase satisfaction, you'll want to know if the program is working. Unlike surveys, focus groups do not generate quantitative, measurable information. Focus groups uncover deeper feelings, opinions, and issues. For example, in a recent focus group conducted by CHA for an independent telco, many customers mentioned that the new competing cellular provider in town provided better customer service, and that the independent's own cellular employees weren't pleasant or helpful.