Two categories of customer satisfaction studies exist. The first is a more strategic “Full Satisfaction” study, and the second is used primarily as a management tool.
Event Driven studies are used to provide 360-degree feedback to the front lines. Results are provided down to the lowest level possible. This may be a retail outlet, an office, interaction with customer service, or feedback after completing a service or a project.
In this type of study, we are trying to interview the customer very soon after their experience when they will recall elements they liked or did not like.
The Full Satisfaction study includes many metrics on many topics. Through the analysis, we identify which are the most important topics. From this, management can decide which of those issues they want to focus on. These issues are placed into the second type of study – “Event Driven” satisfaction.
The ideal process is to first complete a full satisfaction study so that we understand which metrics to include in this study.
The difference, however, is that these metrics should be very specific. We want these worded in a way that if a frontline salesperson sees the results, they will know exactly what to do. If we are not clear, the field will define these dimensions in a way that suit them – regardless if this is what customers are really searching for.
If we can’t complete a full satisfaction study first, we can create a driver analysis of those items we did include to see the extent to which they do drive satisfaction (or delight or referrals).
In addition to traditional training and management, the metrics placed in this study tell the field what is important to them. Therefore, we should expect results real behavioral results based on what is included in this survey. For as Edward Deming once said . . .
“You get what you measure.”
– Edward Deming
Analysis and Deliverables
The results are placed in an online dashboard so that all locations, branches, offices, etc. can view their own results.
The most effective situations occur when location managers review results with their teams periodically, and even read some of the comments. This instills the objectives the front line and can significantly motivate them.