The abstract:

Customer satisfaction market research is the crucial engine for each and every enterprise when the business structure in some foreign country has been set up. It may determine the customer loyalty factor and decrease the rate of customer churn. However it is vital to realise that customer satisfaction does not directly equate to customer loyalty. In the era of globalisation and global access to the internet by various consumer groups, enterprises usually need to be ensured that they customers are completely, not merely, satisfied, in order to achieve competitive advantage in some marketplace abroad.

The challenge:

Implementing vast sounding customer satisfaction surveys require clear and well-understood process. In the past the satisfaction surveys were all around three main satisfaction surveys asking respondents if they are satisfied in general, if and how strong they are likely to repeat the purchase and if and how strong they are likely to recommend the product/service to the others. This is still correct approach. However you should be aware that nowadays customer satisfaction has its very delicate nature. Merely satisfied customers are aware they can change the brand in the blink of an eye, while they have a wide selection of various offerings in a highly competitive world of today. In light of this the real valuable customer satisfaction survey should include:

• Extended exercise of direct business approach between the seller (your business) and a buyer (customer overseas);
• Extended exercise of indirect business approach between the seller (your business) – the middleman (local dealer or distributor) and the buyer (customer overseas);

Implementing those features into your complete customer satisfaction research suite, will give you much better picture than examination of single and stand alone customer satisfaction survey approach.

The conduct:

The main path of conduct depends on various, following conditions:

• If the survey is a part of general, automated surveying programme (e.g. buyer is examined after each single transaction) or this might be one time story for your business (e.g. your deals are mainly big, industrial transactions);
• If the survey path was set up previously and now require just adaption and adoption for the new market or if you produce you program your survey from scratch for any market;
• If there is a path of systemic and systematic analytics employed for customer satisfaction or you need to develop all the system from the beginning;

At Investzoom Market Research we are able to help you on every stage of customer satisfaction assessment, even for a very technical or industrial issues focusing on Eastern Europe. Contact us for initial free of charge consultation for further discussion.

Feel free to contact us as market research agency for RFQ or further details of this market research programme