As previously described type of surveys focus on understanding some specific points of your weakness, this type of study focuses directly on crucial points of marketing improvement.
We could qualify this type of survey as quite different than typical customer satisfaction survey. Back grounded on our previous experience we are able to recommend seven key elements of survey outcomes, that should analysed in a scrupulous manner in order to plan and develop by those organisation who seriously consider their customer service excellence improvements.
- Workshops focused on customer service personnel involvement:
This might be organised as the initial research workshop, in order to be familiarised with the mirror of customers view by the eyes of your personnel. This exercise will definitely help you to understand behaviours of your customers at the contact point with your front personnel. This might be vital to know from their point of view, what sort of direct accounts you have and how they usually behave. This type of study you could provide in-house, however commissioning market research consultant for this job would make it free of bias (as some of your personnel might give unclear or false picture, being uncertain of the consequences for their job position).
- Recognition and in depth analysis of gaps in customer service:
Whilst the standardised PZB gap analysis should be still appropriate for most commercial and marketing situations within or outside organisations, some businesses prefer also selecting specific scope of ‘gaps’ in order to measure and analyse them, usually by personnel workshops. In such a case internal workshops mixed with typically customer surveys or focus groups are concerned. As the add on, very often companies use virtual ethnography or telephone mystery shopping techniques.
This complex approach is very useful, whilst enable indentifying some of the significant gaps as follow:
First Gap: (one of the most important) – the difference between customer expectations and this what organisation’s management and front personnel think and believe on customer expectation.
Second Gap: - the difference between management perception of service quality expectation and customer expectations about the service quality.
Third Gap: - the difference between specifications and instructions regarding customer service and the actual way it is delivered.
Fourth Gap: - the difference between this what is communicated about customer service externally and customer service delivery by itself.
Fifth Gap: - the difference between the expectations regarding customer service delivery and customers perception.
This approach is very vital, especially when global and globally recognised brand operates also locally by using local dealers, distributors or your internal resources. Usually in such a situation you would like to formulate the specific code of marketing, sales and customer service code (or internal instructions), that would comprise your global appearance and positioning (we mean you would like that your clients in Eastern Europe should be serviced in the same exceptional manner as they are in the UK)
This spectrum of exercises to finally work out your consistent system of early warnings about customer service and marketing behaviours is something Investzoom definitely could help you in.
Feel free to contact us as market research agency for RFQ or further details of this market research programme
