|
The CMC survey questionnaire will be tailored to
satisfy your unique needs. The survey typically contains
approximately twenty- to twenty-five statements with five possible
responses to each, ranging from "not important" to "very important."
The survey and questions
are divided into two categories:
►
Which services are important to the customer?
►
How well does the customer perceive that you perform those
services.
The statements or
questions are divided into six dimensions:
►
People performance, which shows perception of quality.
►
Conformance of product or service, which shows performance of
service.
►
Systems and procedures, which show how user friendly you are.
►
Scope of service, which shows if you are doing what the
customer wants.
►
Scope of products/technology advances.
►
Price/value perception of product and service.
Steps for the Customer
Loyalty Measurement Study
►
Define the scope and purpose of the survey process.
►
Planning and coordination.
►
Determine how the data should be segmented.
►
Determine the appropriate sample sizes.
►
Design the instrument and develop the communication pieces.
►
Develop open-ended questions.
►
Structure the competitive analysis section.
►
Pre-notification of customers.
►
Administer the survey.
►
Follow-up (by phone) with each customer.
►
Analyze and interpret findings.
►
Develop the report into an actionable format.
►
Conduct an executive briefing/workshop.
►
Develop and agree on appropriate performance indicators.
Contact us to learn
how CMC can assist you in measuring customer loyalty within
your organization.
|
