Customer Satisfaction Surveys. Raymond Gee, Research Director, TNS
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1 Customer Satisfaction Surveys Raymond Gee, Research Director, TNS
2 Building a customer-centric research program 2
3 What are organizations focus on today? Smile chart 3
4 Customer retention: gaining more customers than you lose Gain Loss 4
5 Customer loyalty: customers spending more with you 5
6 Customer advocacy: customers attracting new customers 6
7 Three ways loyal customers are essential for growth Today s business Loyalty & new spend New customers 7
8 Excellent customer experiences are vital for sustainable growth If there s one reason we have done better than our peers in the Internet space over the last six years, it is because we have focused like a laser on customer experience, and that really does matter, I think, in any business. Jeff Bezos, CEO Amazon.com 8
9 But keeping loyal customers is increasingly difficult and costly Gain Loss 9
10 Keeping loyal customers is increasingly difficult and costly 10
11 Keeping loyal customers is increasingly difficult and costly 11
12 To grow you need to create and map a customer-centric strategy to your organisation 12
13 Building a customer-centric strategy The customer is the ultimate judge of whether the quality of your goods and services is satisfactory and acceptable. This is why the customer must be at the centre of any quality improvement program. The customer experience is a permanent function that should permeates all aspects of an organization. It falls in the same class as terms like cost, expenses, assets and budget. 13
14 Designing Effective Research: Approaches and Questions 14
15 The Evolution of Customer Satisfaction Research Customer Satisfaction Customer Loyalty Customer Engagement Stakeholder Engagement Management Balanced Scorecard 15
16 The Research Challenge 1) What are the research and business objectives that you are trying to accomplish? 2) How do you solicit honest and accurate feedback that is reflective of someone s thoughts and feelings? 3) How do you create a set of sample data is representative of the entire universe? 16
17 Structuring A Research Program Our clients business issues Steps To Take Into Account Identify research questions Sampling Engaging the stakeholder Asking the right questions Analysis Travellors Media & other Influencer Action the data Tenants Employees 17
18 Relationship Measurement Research Focus on Strategy Relationship measurement research enables companies to manage the strength of customer relationships within the competitive environment. It delivers actionable insights on: What is most important to customers Performance across all main touch-points Performance against key competitors The link between loyalty and financial outcomes Input for strategic initiatives Customer Experience Research 18
19 Transactional Research Manage Customer Satisfaction at the Point of Interaction Transactional research enables companies to manage the service delivered across all its transaction points to improve operational performance and ensure the customer has a positive experience. It delivers actionable insights on: Whether the service is satisfying customers How well minimum service standards are met Where are strengths and weaknesses in service Who are the unhappy customers What operational improvements need to be made Transactional research can also be used to identify unhappy customers for remedial action in real time reducing the risk of their defection and negative word of mouth. Customer Experience Research 19
20 Focus Groups For deeper understanding of the customers Focus groups are discussion sessions with 8 to 12 participants, led by a moderator, that allow companies to learn more about what customers think or feel in a less structured process. Focus groups are mainly used in two contexts in stakeholder management research: Prior to a survey, assist in identifying the most important issues and expectations that need to be measured or incorporated in a survey. After a survey, to dive deeper into issues and concerns that were raised by stakeholders. Customer Experience Research 20
21 Sampling Considerations Census Probability Samples Random Sample Stratified sample Non Probability Samples Convenience sample Snowball samples 21
22 Engaging Stakeholders Telephone Online Panels, , Pop-ups Mail back Interactive Voice Response Intercepts 22
23 Questionnaire and Analysis The Questionnaire What do you rate? Direct versus indirect lines of questioning Answer scales Length of interview Revealing survey sponsor The Analysis Topline results Bi-variate results Verbatims Advanced multivariate statistics 23
24 Completing the loop from measurement to change Ensuring results have impact Advanced process analysis Action planning workshops KPIs in bonus plans Linking results to financial and stakeholder relationship measures 24
25 Workshop Getting Into The Details TRI*M Customer Experience 25
26 The two most important components to a satisfaction/loyalty/engagement survey 1) A metric/index that measures the state of your stakeholders (aka KPI) 2) A roadmap (AKA Key driver analysis) that identifies how to improve your KPIs 26
27 Constructing a Metric/Index Option 1 Option 2 Weighted average of attributes most influential to business results Holistic, feet above the ground measure of the relationship 27
28 Constructing a Metric/Index - Examples Option 1 Option 2 Location X15% Parking X10% Clarity of signage X25% Interior décor X20% Emergency readiness X5% Available of stores and restaurants X20% Cleanliness X5% Overall satisfaction Likelihood to speak positively about Comparison to other airports Meeting expectations Recommend Trust Delight 28
29 Constructing The Road Map 1) How to develop a list the attributes to measure and monitor Internal company view Customer view 2) Analytic options / models Open-ended verbatims Rank order of importance Gap analysis between importance & performance Correlation to main metric/index Regression Analysis 29
30 Do s and Don ts of engaging stakeholders Do Use a neutral third party interviewers Provide as much information to interviewers as possible Notify respondents in advance about the survey Provide a contact name or number for respondents to reach out to, if they have questions Be prepared to field questions about the survey Thank the respondent Optional: provide a respondent incentive Don t Give interviewers freedom to deviate from interviewer script Deviate from agreed methods of data collection Invite new (or sometimes substitute) respondents that were not selected for survey participation Mislead respondents about length of questionnaire Persistently harass respondents to participate Press for answers when respondents aren t sure 30
31 Case studies Victoria Airport Authority TRI*M Customer Experience 31
32 Engaging VAA Tenants Study 1 Questionnaires were mailed to businesses operating either in the terminal building or on airport grounds Completed surveys returned by business post A prize draw, offering the chance to win a gift voucher ($250) was offered as an incentive Telephone calls were also placed to non-responders during the field period in order to boost response rates VAA contact was made available to field inquiries 32
33 Questionnaire (1) 33
34 Questionnaire (2) 34
35 Questionnaire (3) 35
36 VAA Tenant s have higher satisfaction ratings whilst competitors Overall Satisfaction VAA Compared to Other Cdn Airports 30% 50% 43% Excellent 43% Very Good 7% Good 10% 3% Fair 7% 3% Poor 0% 36
37 Customer satisfaction will have a strong impact on the relationship (1) Satisfaction Importance Dissatisfied Satisfied Availability of parking 35% 18% 35% 0.8 Cost of parking 43% 14% 28% 0.7 Most important to relationship Ground transportation to/from city 43% 21% 7% 0.6 Quality & service of retail vendors 30% 50% 20% 0.5 General cleanliness in terminals 10% 33% 57% 0.5 Quality & service of the food vendors 40% 30% 25% 0.3 service provided by cleaning staff 16% 42% 37% 0.2 Does not apply 1. Very dissatisfied 2. Somewhat dissatisfied 3. Neither satisfied or dissatisfied 4. Somewhat satisfied 5. Very satisfied 37
38 Customer satisfaction will have a strong impact on the relationship (2) Satisfaction Importance Dissatisfied Satisfied Signage inside terminal building 18% 32% 45% 0.5 Signage leading to the terminal 8% 25% 63% 0.4 Signage to direct public to businesses outside terminal 32% 24% 32% 0.4 Does not apply 1. Very dissatisfied 2. Somewhat dissatisfied 3. Neither satisfied or dissatisfied 4. Somewhat satisfied 5. Very satisfied 38
39 Suggestions to Improve Facilities Better permanent lighting in the staff overflow parking lot. More signage inside the terminal... Access to a pager system. Signage for easy camp tenants You need people with a helpful attitude, not negative. Our staff levels have increased and we need to increase lease space for a lunchroom. More space. Better parking facilities, or parking shuttle service. Free wi-fi for travellers more healthy food item choices have red-coats help passengers all over the terminal (like in Kelowna airport). A room for taxi drivers by the bullpen so that they do not gather inside the terminal. Improve the access from pat bay highway. 39
40 Take Aways Improve transportation options for employees of the airport to get to and from work. Improved communication to tenants regarding the future plans for the airport. Increased involvement and communication with tenants who operate outside of the terminal building. Provide opportunities to increase the amount of space available for business to expand. Introduce free Wi-Fi for both passengers and staff in the terminal building. 40
41 Engaging Local Media Study 2 A journalist database was compiled by the VAA List was augmented by TNS through access to our own media database Telephone interviews 41
42 Questionnaire X.) How satisfied are you with the Victoria Airport communications with the Media? Are you? Very Satisfied Somewhat satisfied Neither satisfied nor dissatisfied Somewhat dissatisfied Very dissatisfied X.) How would you rate the experience compared to dealing with other organizations of a similar size to the Victoria Airport Authority? Better Same Worse X.) How would you rate the Victoria Airport Authority on the following? Please rate the topics from 1 to 10 where 10 would be excellent and 1 would be poor. Getting in contact with the appropriate person to answer your inquiries. Providing you with the information you need in a timely manner. Providing you with honest and transparent answers to any questions you have. Providing you with satisfactory answers or information to any inquiries you might have. 10 Excellent Poor X.) What else could the Victoria Airport Authority do to improve communications with the media? 42
43 Majority of journalists say they are satisfied with the VAA s media communications their VAA experience is the Same as their dealings with other organizations Satisfaction with VAA Communications (n=22) Compared to Other Organizations (n=10) Very Satisfied 27% Better 20% Somewhat Satisfied 14% Neither 55% Same 80% Somewhat Dissatisfied 0% Worse 0% Very Dissatisfied 0% Don't Know 5% Don't Know 0% 43
44 VAA provides honest, transparent and satisfactory answers in a timely manner % of journalists who have had contact with the VAA in past two years (n=10) Providing you with satisfactory answers 10% 50% 30% 10% Providing you honest and transparent answers 10% 50% 30% 10% Providing you with the information you need in a timely manner 10% 60% 20% 10% Getting in contact with the right person 10% 10% 40% 40% 0% 20% 40% 60% 80% 100% 44
45 Suggestion Box For Improving Communications Send out information about features ideas and to notify the media about pubic meetings. Send me s with contact names. To have better person outreach. The airport should try harder to be more active in touching base and be aware of current issues and be more aggressive. Put us on your list. Supply a contact list at the VAA to be contacted if needed. To start by communicating with the media personnel. Send out a list of their core contact people 24\24. Send out a contact list by (never seen anything from them). Send out press releases about what is going on. 1. More regular updates. 2. Being more pro-active in getting in touch with us. More immediate information from routine matters like weather delays. Have regular updates. To send press releases to our editor related to our magazine subjects which is food and wine travel magazine. Send out traffic updates compared to preceding months or years. 45
46 Group Activity TRI*M Customer Experience 46
47 Group Exercise IPad2 What questions would you ask an IPad2 owner? 47
48 Questionnaire 1) Please rate your overall satisfaction with your ipad2. Overall Satisfaction Very Dissatisfied Very Satisfied 5 3) Please rate the importance of the following attributes when buying ipad2. Importance of Attribute Not at all Impor tant Very Impor tant 5 2) Please rate your satisfaction with the following attributes of your ipad2. Satisfaction with Attribute Quality Customer Service when buying Customer Support after purchase Very Dissatisfied Very Satisfied 5 Quality Customer Service when buying Customer Support after purchase Value for the money Delivery Ease of set up Design Value for the money Portability Delivery Ease of set up 4) Do you have any comments and suggestions regarding your ipad2? Design Portability 48
49 Topline Results 1) Please rate your overall satisfaction with your ipad2. Very Dissatisfied Very Satisfied 5 3) Please rate the importance of the following attributes when buying ipad2. Importance of Attribute Not at all Impor tant Very Impor tant Overall Satisfaction 5% 10% 10% 35% 40% ) Please rate your satisfaction with the following attributes of your ipad2. Satisfaction with Attribute Very Dissatisfied Very Satisfied 5 Quality 4% 8% 15% 33% 40% Customer Service when buying Customer Support after purchase 1% 6% 23% 40% 30% 20% 25% 25% 20% 10% Value for the money 5% 8% 15% 55% 17% Quality 5% 5% 23% 43% 24% Delivery 16% 5% 44% 35% 0% Customer Service when buying Customer Support after purchase 11% 25% 33% 22% 9% 25% 25% 15% 15% 20% Ease of set up 11% 4% 33% 35% 17% Design 2% 5% 7% 35% 51% Value for the money 15% 15% 15% 25% 30% Delivery 24% 5% 25% 16% 30% Ease of set up 4% 5% 11% 50% 30% Portability 4% 8% 16% 22% 50% 4) Do you have any comments and suggestions regarding your ipad2? Design 3% 17% 30% 35% 15% Portability 1% 5% 15% 39% 40% 49
50 Benchmark Study ipad2 Percentage(%) Very Dissatisfied Very Satisfied 5 Overall Satisfaction 5% 10% 10% 35% 40% Blackberry Playbook Percentage(%) Very Dissatisfied Very Satisfied 5 Overall Satisfaction 10 % 25% 15% 20% 30% Dell Streak 7 Percentage(%) Very Dissatisfied Very Satisfied 5 Overall Satisfaction 30 % 25% 20% 15% 10% 50
51 Group Exercise IPad2 How is the IPad2 doing? Strengths? Weaknesses? Recommendations? 51
52 GAP Analysis ipad2 Satisfaction Importance Differences Ease of set up Delivery 35% 46% 52% 80% +28% +11% Portability 72% 79% +7% Customer support 35% 30% +5% Quality 67% 73% -6% Value for money 55% 72% -17% Design 50% 86% -36% Customer service 31% 70% -39% Percentage 52
53 % Important or Very Important Quadrant Analysis Quadrant Analysis for ipad Design 80 Quality 70 Customer service Value for money Portability Ease of set up 40 Delivery 30 Customer support % Satisfied or Very Satisfied 53
54 Regression-Top 4 attributes leading to overall satisfaction b=45% Quality(67%) Overall Satisfaction b=30% b=15% Customer Service (31%) Ease of Set Up (80%) b=10% Value for Money(55%) b = Beta score 54
55 Key Insights ipad2 IPad2 is outperforming competitors Users like the ease of set up, portability and quality of device Customer service and support around the product can be stronger Design, value for money, quality and customer service are said to be the most important features for customers. Delivery and customer support after purchase of the product said not considered to be as important. There is an opportunity to improve customer service to improve overall satisfaction with the product. There is a secondary opportunity to address potential quality issues. 55
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