Customer Satisfaction Assessment

The key benefit from using the research results is the growth of the company’s financial performance

Calculate the growth in your company's turnover with an increase in the level of loyalty by at least 1-2% - these indicators are achievable thanks to the information you receive through research.

It is no secret that the cost of attracting a new client is on average 5 to 20 times higher than the cost of retaining a loyal client. However, few companies give satisfaction the attention it deserves. For most retail businesses, this comes down to launching and maintaining a service program; for B2B, it comes down to using a CRM system. But often this has no effect on the level of satisfaction, since the client’s values may lie in a completely different area.

It covers all the important points: from satisfaction with pricing and assortment, to quality of service and deadlines. It can also be used to determine the level of audience loyalty and the reasons for its high or low level. Customer satisfaction analysis is not the only way to obtain information about a company's activities. Often similar research is carried out among dealers and company employees and also provides valuable information for analysis.

It is recommended to evaluate the level of satisfaction on a regular basis. Surveys should be conducted once a month or quarter, this will make it possible to track the dynamics of indicators.

The sample size for the survey depends on the size of the customer base.

The average response rate to such surveys is about 40% with a “live” database.

Therefore, if the customer has a small client base (up to 2000 contacts), BCGroup recommends getting the opinion of at least 400 clients on the questionnaire. The minimum period for such a survey is 1 business day.

The cost of a project to draw up a portrait of the target audience consists of the cost of collecting a selected number of questionnaires (payment is taken only for fully completed questionnaires) and the cost of analytics (usually no more than 10-15% of the cost of data collection)

You can calculate the cost of one questionnaire yourself using our calculator (you will need to enter the number of open and closed questions in the questionnaire, quotas)

The cost of such a study is from 2000 £ (the cost is indicated for a minimum sample).

Each task uses its own index for assessing customer satisfaction and loyalty:

1. NPS (usually used to analyze consumer markets - B2C, due to its low cost and the possibility of large-scale surveys);
2. CSI (found most widely used in the B2B sphere, it is an assessment based on parameters, for example, prices, quality of service, professionalism of employees, etc.);
3. SERVQUAL (found most widely used in the B2B sphere, represents the ratio of consumer expectations and actual perception);
4. DSI (used to assess dealer satisfaction).

Many companies include the results of customer satisfaction analysis in their KPIs. A number of others preferred this type of research instead of evaluating their activities using the mystery shopping method. Such an assessment allows you to track the opinions of the company’s real clients, as well as identify not only positive, but also negative aspects of work, including in the context of individual employees.

As a rule, a broader survey is conducted among employees, covering job satisfaction in the company as a whole, as well as satisfaction with the direct manager, relationships within the team, the motivation system and many other factors. As a rule, such surveys are in demand by large companies.

The research methodology is actively used in practice, including when studying the B2B and B2C segments.

A survey to identify consumer satisfaction is based not only on a quantitative analysis based on the indicated indices (NPS, CSI), but also on a qualitative one: in-depth interviews are conducted to study points of interest in more detail. While NPS and CSI calculation methods are applied in the same way all over the world, for in-depth interviews everything is not so simple. It is important to create the correct questionnaire.

In difficult cases, in order to create a guide, it is recommended to conduct a pilot study: this could be an in-depth interview or, less commonly, a focus group. For the most part, guides (questionnaires) include questions related to the most pressing topics identified during quantitative research. This provides a lot of useful information for understanding the real opinion of the audience about the company’s work on individual problems, and allows you to change the situation for the better.