If you were going to put a customer satisfaction survey into your budget, where would it go?
Sales? Production? Development? Quality?
Quality might be a good one, if you’ve got ISO9000 or TS16949. Those who’ve been around long enough know that Tom Peters was right when he said that quality always pays. The cost of rework and re-calls, mistakes and errors have cost many companies the ultimate price. And it is a huge mistake to do the wrong sort of survey.
What do I mean by ‘the wrong sort of survey’?
You are in B2B. You have Key Account Managers. You don’t have huge numbers of customers. And your customers all have different needs, different personalities, different agendas and different priorities.
A web-based survey, such as Survey Monkey, would be wrong because the response rate would be too low.
A market researcher who belongs to the Market Research Association or the Market Research Society or ESOMAR would be wrong, because they wouldn’t be able to tell you who said what. And if you don’t have attributed feedback then you cannot look after your customers’ individual needs.
And the Net Promoter Score is wrong on many levels. It groups all the responses together. You don’t have a point of sale which is auditable. It doesn’t drill down. And you can’t do anything useful with the results.
Marketing is the most common place to find the customer satisfaction survey budget in most B2B organisations. Marketing’s primary role is to produce a profit. And the raison d’etre for every InfoQuest survey is to increase profitable sales.
InfoQuest. The only B2B customer satisfaction survey that has an average worldwide response rate, to up to 60 questions and statements, of over 70%. We tell you exactly who said what. And we offer a 10:1 return on investment guarantee. So its up to you where you put us in your budget.
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