Do you know how satisfied customers are? Do you know commonalities satisfied customers share? What about dissatisfied customers? If not, you're missing out on valuable information that could help identify how your organization can boost revenue. All you need is to conduct some customer satisfaction research. If it could help boost revenue why wouldn't you be interested in measuring customer satisfaction?
One way to begin to classify customers in customer satisfaction survey research is to ask a series of Net Promoter survey questions about overall satisfaction, likelihood to repurchase and likelihood to recommend. As I've mentioned in past posts, many online survey tips recommend placing overall satisfaction questions before more specific questions. This applies here as well. Asking about repurchase likelihood and chances of making recommendations should be placed where ever they fit best within your questionnaire.
Here's the important part: the survey analysis. After getting back your questionnaire responses and you begin the survey results analysis and calculate customer satisfaction scores, look at how you can divide up customers. Typically, customer survey best practices say there are four distinct customer satisfaction categories:
This should just be one step in your survey research analysis process. From here, one of the things you should look for is commonalities between each group. Does everyone in the dissatisfied column have something in common you can fix? Does everyone in the secure group do something the bottom two groups do not, maybe you could better share these benefits or features.
One way to begin to classify customers in customer satisfaction survey research is to ask a series of Net Promoter survey questions about overall satisfaction, likelihood to repurchase and likelihood to recommend. As I've mentioned in past posts, many online survey tips recommend placing overall satisfaction questions before more specific questions. This applies here as well. Asking about repurchase likelihood and chances of making recommendations should be placed where ever they fit best within your questionnaire.
Here's the important part: the survey analysis. After getting back your questionnaire responses and you begin the survey results analysis and calculate customer satisfaction scores, look at how you can divide up customers. Typically, customer survey best practices say there are four distinct customer satisfaction categories:
• Secure: These people scored all three questions at the top. Typically, your secure customers are the most valuable for three main reasons: they buy the most, they give the best word of mouth and typically cost less from a support stand point. Don't make the mistake of thinking once you get a customer in the secure category, you can ignore them. It's important to continue to give them support and build customer relationship with them to ensure they continue to sit in the secure customer classification.
• Satisfied: These people scored top two on all three questions. Customers falling in the satisfied category are the easiest and most cost effective of the three groups to move to secure status. Typically, they are almost 60% likely to continue to be a customer and they're likely to increase in value though additional purchases. It's important to note that sometimes this group is referred to as the Favorable Group.
• Vulnerable: These people scored middle of the road, not overly satisfied nor dissatisfied.
• Dissatisfied: These people scored in the lowest two for any of the three Net Promoter survey questions. Instincts tell us to focus on the dissatisfied group of customers and try to boost their satisfaction. However, I would suggest focusing on understanding why these customers are dissatisfied but don't spend all your time trying to move this group up.
• Satisfied: These people scored top two on all three questions. Customers falling in the satisfied category are the easiest and most cost effective of the three groups to move to secure status. Typically, they are almost 60% likely to continue to be a customer and they're likely to increase in value though additional purchases. It's important to note that sometimes this group is referred to as the Favorable Group.
• Vulnerable: These people scored middle of the road, not overly satisfied nor dissatisfied.
• Dissatisfied: These people scored in the lowest two for any of the three Net Promoter survey questions. Instincts tell us to focus on the dissatisfied group of customers and try to boost their satisfaction. However, I would suggest focusing on understanding why these customers are dissatisfied but don't spend all your time trying to move this group up.
This should just be one step in your survey research analysis process. From here, one of the things you should look for is commonalities between each group. Does everyone in the dissatisfied column have something in common you can fix? Does everyone in the secure group do something the bottom two groups do not, maybe you could better share these benefits or features.
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