What does a customer satisfaction survey include?

Customer satisfaction surveys are used to measure the extent to which a company or an industry meets or exceeds customers' expectations for purchasing products. The process of measuring customer satisfaction is a customer satisfaction survey.

It can identify those key factors that are directly related to customer satisfaction or dissatisfaction (reflected by statistical indicators, sometimes called performance indicators), and measure statistical data based on customers' views on these factors. , and then obtain a comprehensive customer satisfaction index. It is also the fastest growing and most widely used survey technology in the marketing research industry in recent years.

Extended information:

The role of the survey:

1. It can concretely embody the concept of "customer-centered":

Enterprise Depends on its customers, it should understand the current and future needs of customers, meet customer requirements and strive to exceed customer expectations. The quality management system that is now commonly implemented internationally can help companies improve customer satisfaction. If customers require products to have characteristics that meet their needs and expectations, in any case, the acceptability of the product is ultimately determined by the customer.

However, customer needs and expectations are constantly changing. Customer satisfaction at that time does not mean that they will be satisfied in the future. If customers only meet their requirements after they make them, the company will be passive and some of them will inevitably be ignored. aspect.

To gain the initiative, companies must understand the changing customer needs and expectations through regular and irregular customer satisfaction surveys, and continuously improve products and the process of providing products, so as to truly achieve customer-centricity. as the center.

2. Determine the enterprise’s customer satisfaction strategy

Enterprises conduct customer satisfaction surveys not just to obtain a comprehensive statistical index, but to discover factors that affect customer satisfaction through survey activities. Key factors in order to develop effective customer satisfaction strategies in the process of improving customer satisfaction.

The measurement of customer satisfaction must always consider the situation of competitors and make comparisons to determine the degree of success of the company and its main competitors in meeting these expectations and requirements, that is, where the strengths and weaknesses lie. . This enables enterprises to know themselves and their enemies and formulate appropriate competitive strategies.

Baidu Encyclopedia-Customer Satisfaction Survey