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Benefits of Customer Satisfaction and Loyalty
Programs | |
Forward Analytics is a customer loyalty research
provider using customer satisfaction questionnaires to assist clients with
the tracking and measurement of customer or employee attitudes and
opinions.
To understand how relationships are formed, we
need an insight into the factors that contribute to customer satisfaction.
Many companies demonstrate a very narrow view of these factors assuming
that if they get their core product right and deliver it quickly and
conveniently, the customer will be satisfied. As leading customer
satisfaction and customer loyalty research suppliers, we recognize
that the drivers behind customer attitudes and opinions are much more
complex than that.
The findings of a customer satisfaction
questionnaire are used to develop customer retention plans, strengthen
areas of perceived weaknesses, reinforce company strengths, and help
develop new marketing strategies. In general, any business development
plan should be tied to a customer satisfaction measurement report that
honestly reflects an organization's ability in such areas as service
quality, customer relations, billing and delivery, etc. Companies who fail
to track attitudes and opinions with marketing research are at risk within
a vacuum of their own internal culture and beliefs.
Even companies who do use some form of
customer or employee attitude survey study often fail to fully
implement the findings in a way that can provide a bottom line impact to
organization. Let's say, a customer satisfaction questionnaire provides a
rating of 7.5 on a 10 point scale . . . so what? By itself, it doesn't
tell a marketing manager anything meaningful. It doesn't answer questions
regarding how to improve or where to improve. Furthermore, customer
satisfaction research cannot even indicate whether your performance is
improving or not over time. If you've kept the survey and methodology the
same, you still don't know whether satisfaction improved because customers
tend to change their expectations.
Using Business Intelligence to Avoid PitfallsForward Analytics customer satisfactions
consultants can help your organization avoid these pitfalls and generate
solid business intelligence. Our process involves a structured three-phase
approach. First we design proper customer or employee attitude surveys.
Next we prioritize all the findings. Finally, we perform maintenance and
track how these opinions improve over time.
First, Forward Analytics' customer
satisfaction tracking studies allow the customer to tell you what's
important and how satisfied they are with your performance. Once
importance ratings and satisfaction levels are determined, we prioritize
the areas where the most improvement is needed. This is done through
quadrant analysis.
Quadrant analysis is simply a graphical depiction
showing all areas of the company plotted according to their importance and
performance. The field of rating points is then divided into four
quadrants: low relative importance/low relative performance, low relative
importance/high relative performance, high relative importance/high
relative performance, high relative importance/low relative performance.
The last quadrant (high relative importance/low relative performance) is
the "opportunity quadrant." Here you stand to gain the most from
improvements.
As your customer satisfaction consultant, Forward
Analytics offers direction by revealing where improvement is most
warranted and will offer the greatest return. In other words, customer
satisfaction measurements should help prioritize a company's improvement
program. Forward Analytics can structure your customer satisfaction
questionnaires to provide feedback not only on your company as a whole,
but to break that down by how you are doing in different regions, with
specific accounts, by account managers or other staff who oversee and
interact with your accounts, or by virtually any other important factor
that you can define within your business model.
Customer relationships are the result of long
periods of customer satisfaction. Our customer satisfaction research
benchmarks your customer's opinions and attitudes and is structure with
metrics for tracking progress. Some companies may need customer
satisfaction measurement done biannually, annually, alternating years,
or perhaps when there is an abrupt change in the market or industry. Our
tracking studies are designed to fit your business needs.
Measuring Employee SatisfactionMonitoring employee satisfaction levels is
essential for the acquisition and retention of a quality workforce.
Tracking the attitudes and opinions of employees can identify problems
areas and solutions related to management and leadership, corporate
policy, recruitment, benefits, diversity, training, and professional
development. A comprehensive employee satisfaction study can be the key to
a more a motivated and loyal workforce.
The first step is to understand exactly which
issues have the greatest impact on employee satisfaction. Forward
Analytics will work closely with you to design an employee opinion survey.
During a storyboarding session, our researchers gather potential users of
the research (human resources, management) to brainstorm the specific
lines of questioning to be deployed in the employee satisfaction survey.
We have found in our broad base of clients that this process leads to a
detailed survey instrument which benefits from our clients' knowledge of
their issues and needs, and Forward Analytics' considerable expertise
in questionnaire design and research methodology.
The findings of the employee satisfaction survey
will tell you exactly how much more important one issue is over another so
that you can focus your performance improvement initiatives appropriately.
In analyzing the data, we can define and refine issues that need
addressed, such as overall job satisfaction, professional fulfillment,
employee motivation and commitment, likelihood to stay with the
organization, pay level, corporate goals and objectives. Survey results
can be segmented by employee position, length of employment, full-time vs.
part-time, etc.
Employee Attitude and Climate SurveysEmployee attitude and climate surveys are a
great tool for enhancing the workplace communication process. When manager
are more fully in tune with what employees are thinking and feeling they
are better able to address issues before they become problems requiring a
much greater amount of time and effort.
Employee attitude and climate surveys are
valuable tools when there is a change in the status quo. These changes
include a reorganization of the company, an introduction of a new product
or service, company relocation, a change in policies, or a period of rapid
growth. In these situations, organizations must learn to work and
communicate with employees to insure that the results of these changes
will be positive. Employee attitude and climate surveys give employees a
voice to assist in making these transitions as smooth as possible.
Additionally, Forward Analytics works with
organizations to create custom employee attitude and climate surveys that
provide data in the following areas: motivation, morale, communication,
disciplinary action, team building, perceived fairness or management,
problem solving, opportunity for advancement, etc.
Why shouldn't an organization conduct their own
employee attitude and climate surveys? External employee attitude and
climate surveys have several benefits over internal surveys. First,
employees will be more candid and open when approached by someone without
direct ties to the organization itself. The uneasiness of expressing
thoughts regarding superiors and coworkers is eliminated by dealing with
an experienced third party. Additionally, employees tend to provide more
honest responses and opinions.
Second, personal interests will not create bias
within the employee satisfaction survey and analysis. An
inter-organization study may focus on the problems that management
perceives. The survey may start with the outcome already assumed and,
therefore, be biased toward this outcome.
And lastly, Forward Analytics provides
professionals who specialize in employee attitude and climate survey
design and analysis. They are able to design a thorough and unbiased
survey and produce analytical results quickly and professionally.
Customer | Employee Satisfaction ToolsForward Analytics has multiple research
methodologies that can be utilized to measure satisfaction levels,
determine the relative importance of the different reasons for those
satisfaction levels among customers, members and employees, and identify
areas that need improvement.
If you would like further information about how
we could help your organization better position itself and reduce turnover
through customer or employee satisfaction measurement, please give us a
call. We will gladly provide you with a proposal and sample customer
satisfaction questionnaires or employee attitude surveys. We can be
reached at 412-207-2114. |
![]() Forward Analytics' research methodologies can help you correct
weaknesses among customers, members, and employees. Some of our tools include: ![]() ![]() ![]() ![]() ![]() ![]() |
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