Surveyonics - Online Survey Software
Forgot Password? New User
Creating Customer/Consumer/Client Satisfaction Surveys

In this module, we will be covering the creation of online customer/consumer/client satisfaction surveys. For the sake of simplicity, and because they are similar in principle when designing online surveys, we will use ‘customer’ to refer to ‘consumer’ and ‘client’ as well.

For organizations that provide products and services to customers, the quality of both is important to gain satisfaction. Quality is defined as the extent to which products or services meet the requirements of the customers who use them. If a company produces high end television sets, the quality of those sets would be the main determinant of customer satisfaction. Secondary determinants would be such factors as pricing, availability, customer service, and shipping/delivery experiences. Similarly, a company that provides technical support may have problem solving as the main determinant of customer satisfaction. Secondary determinants may be speed of service, follow-up, and expertise of service agents.

Online customer satisfaction surveys are conducted for a number of reasons such as:
  1. Knowing how well the organization or company is doing
  2. Knowing how to conduct improvements to the organization, if they are needed
  3. Determining if recently implemented changes to the organization have been effective
Recently, organizations have implemented Customer Relationship Management (CRM) which focuses on soft measures of customer satisfaction and loyalty as indicators of quality. Hard measures can be such as financial figures and market share. CRM has shifted organizations’ emphasis to gaining information about product or service satisfaction directly from the customers. However, customer value and satisfaction are unique to every organization. Managers at a shoe manufacturing company may be satisfied with 90% satisfaction rate among its customers. A health insurance company, on the other hand, may only be satisfied with 98% customer satisfaction. In both cases, managers can use periodic online customer satisfaction surveys to determine what their customers think of products and services offered.

2.1.1. CUSTOMER VALUE & SATISFACTION

Before designing effective online customer satisfaction surveys, it is important to define what customer value and satisfaction mean to the organization. Customer value and satisfaction may differ between companies. Companies interested in customer satisfaction must first determine Customer Perceived Value (CPV). CPV refers to the value delivered to the customer through products or services. Once this value is identified, customer satisfaction surveys can be created. CPV is comprised of:
  • Total Customer Value
  • Total Customer Cost

As seen in Figure 2-1, CPV or customer delivered value can be determined through a combination of total customer value and total customer cost.


1. Total Customer Value (TCV) is the total value that a customer spends on products and services. It is a reflection of the ability of a ‘good business’ to attract and keep its customers. A good business will have customers coming back to purchase their products and services. For example, a trusted company making quality light bulbs may have a customer come back every 6-9 months to purchase $50 worth of bulbs. If the business is deemed excellent, the customer will buy other products that the company makes.

Companies such as Johnson & Johnson develop and sell a host of personal hygiene products. Suppose a customer purchases $75 worth of products every month for her family. The customer’s TCV is $900 per annum. However, the company’s excellence in increasing that customer TCV will depend on whether the customer will purchase other Johnson & Johnson products, especially newly offered ones. TCV is comprised of the following:
  • Image value – This is the value that the organization’s image holds among customers. For example, increasing the reliability of products and services increases a company’s image value.
  • Personnel value – This is the value that company personnel impart onto products and services offered.
  • Services value – This is the value of services offered by company to customers.
  • Product value – This is the value of products offered by company to customers.
2. Total Customer Cost (TCC) is the total cost that customers can expect to incur when seeking, using, and disposing of products and services. For example, if a customer has to pay a high price for a product, shipping is unreliable, and assembly is difficult, the TCC is high. TCC is comprised of:
  • Monetary cost – This is the cost that customers can expect to pay for products or services
  • Energy cost – This is the energy that customers expend in seeking, acquiring, using and disposing of products and services
  • Time cost - This is the time that customers expend in seeking, acquiring, using and disposing of products and services. For example, if customers cannot find a product or a service locally and must order them, the time cost is higher than if the product is nearby.
  • Psychic cost - This is the motivation and other investment that customers expend in seeking, acquiring, using and disposing of products and services
For most organizations, understanding who your customer is and what he/she likes are great challenges. From the first interest in a product or a service, to the development of the customer relationship, a business must survey their customers.

Previous                                                                                                                     Next



Survey Features
................................................................

User-friendly survey creation
Surveyonics online survey software gives you the freedom to create, analyze, and publish surveys in minutes. Use existing survey templates or create fresh surveys.
................................................................

Choose how users can respond to your Survey questions
Define responses as single correct option, multiple correct options, text boxes, priority lists and various other formats.
................................................................

Popularize your Surveys
Allow more and more users and friends participate in your survey. Easy sharing tools from Surveyonics help you link your surveys with your social network profiles.
................................................................

See results as they pour in
Instantly view all the responses to your surveys in real-time. Surveyonics guarantees speedy reporting and uninterrupted reporting.
................................................................

Customize Result Report
Smart survey result reports from Surveyonics help you to apply various filters and parameters to your reports.