When commissioning a regular survey there are two phases. Design/set-up and regular repeating of the survey in a standard format.

In the first phase the issues of concern are identified, questions are written and the first survey is conducted. Very often this will include extra questions to help identify and define the areas of interest to customers, possibly differentiating between the customer segments.

Upon completion of the first survey and reporting of the findings, the format for future surveys can be agreed with the client. By standardising this at an early stage it significantly reduces the cost of reporting for subsequent surveys.

When surveys are repeated on a regular basis Competitive Advantage recommend using electronic reporting, this makes it easier to distribute information within the company and further minimises cost.

As time passes trends become clear, not just for the client’s own business, but for competitors as well. In today’s dynamic market environment monitoring competitor performance is as important as monitoring your own. Any worthwhile competitors will be measuring their own customer satisfaction and making improvements to the way they do business. In less than a year, what was a competitor’s weakness can become their strength.

Having said that high levels of customer satisfaction are important, not all aspects are equally important. The first stage of a customer survey is to understand those aspects that really matter to customers. These can then become the focus for improvements. Other aspects can follow later.