Objectives of a Customer Satisfaction Survey Program

In addition to a clear statement defining customer satisfaction, any successful customer survey
program must have a clear set of objectives that, once met, will lead to improved performance.
The most basic objectives that should be met by any customer surveying program include the
following:
• Understanding the expectations and requirements of all your customers.
• Determining how well your company and its competitors are satisfying these
expectations and requirements.
• Developing service and/or product standards based on your findings.
• Examining trends over time in order to take action on a timely basis.
• Establishing priorities and standards to judge how well you've met these goals.
Before an appropriate customer satisfaction surveying program can be designed, the following
basic questions must be clearly answered:
• How will the information we gather be used?
• How will this information allow us to take action inside the organization?
• How should we use this information to keep our customers and find new ones?
Careful consideration must be given to what the organization hopes to accomplish, how the
results will be disseminated to various parts of the organization, and how the information will be
used. There is no point asking customers about a particular service or product if it won't or can't
be changed regardless of the feedback.

Conducting a customer satisfaction survey program is a burden on the organization and its
customers in terms of time and resources. There is no point in engaging in this work unless it has
been thoughtfully designed so that only relevant and important information is gathered. This
information must allow the organization to take direct action. Nothing is more frustrating than
having information that indicates a problem exists but fails to isolate the specific cause. Having
the purchasing department of a manufacturing firm rate the sales and service it received on its
last order on a survey scale of 1 (terrible) to 6 (magnificent) would yield little about how to
improve sales and service to the manufacturer.

The lesson is twofold. First, general questions are often not that helpful in customer satisfaction
measurement, at least not without many other more specific questions attached. Second, the
design of an excellent customer satisfaction surveying program is more difficult than it might
first appear. It requires more than just writing a few questions, designing a questionnaire, calling
or mailing some customers, and then tallying the results.
Customer Satisfaction Objectives
We have been successfully assessed to the new ISO 9001 standard. This
standard focuses very
much on customer satisfaction, which includes the setting of
Customer Satisfaction Objectives.
These objectives apply to all staff and are intended to compliment our
organisations activity
which is to provide a first class service to our customers.
 Our customers will be treated professionally, efficiently and with courtesy
at all times.
 All enquiries will be responded to the same day they are received.
 We will supply quality products at competitive prices.
 We will endeavour to despatch all stock items within 24 hours, within the
limits of
their viability.
 We guarantee to give full attention to personal service and customer
satisfaction.
To meet these objectives Woodley Equipment Company Ltd strives to be a
fair employer
encouraging a contented and happy workforce by ensuring all staff are well
trained and motivated
We would be very grateful if you could spend a few minutes completing our survey so that we
can learn from your experiences and ensure that our store, facilities and service are of the highest
standard.
Location
How strongly do you agree or disagree with the following statements?

Agre Not Dis Don't know/Not

e sure agr applicable
ee
The store is
conveniently
located
Car parking is
adequate

What method of transport do you regularly use when visiting the store?
(Please tick all that apply)

Walk/Cycle

Public transport

Private vehicle

Motorbike/Scooter

Other Answer
How strongly do you agree or disagree with the following statements?

Agre Not Dis Don't know/Not

e sur agr applicable
e ee
The window
displays are
appealing
The shop is
well laid out
The signage is
clear
The signage is
informative
The store is
clean and tidy
The store has a
pleasant
shopping
atmosphere
The store is
easy to move
about in
There are
sufficient
checkouts
Our Products
How strongly do you agree or disagree with the following statements?

Agr Not Dis Don't know/Not

ee sur agr applicable
e ee
There is a good
range of
products
There is a good
choice of
products within
each range
The products
sold are of a
good quality
The products
sold are
competitively
priced
Products are
generally
available
There are
regular special
offers
The special
offers that are
available are
well advertised
The store
represents good
value for money

Our Service and Facilities

How strongly do you agree or disagree with the following statements?
 Agr Not Dis Don't know/Not
ee sur agr applicable
e ee
There are
always shopping
baskets and
trolleys
available
There are
sufficient
checkouts
Mothercare
facilities are
good
Disabled
facilities are
good
Employees are
helpful
Employees are
knowledgeable
Employees are
courteous
Speed of service
is good
Our Communication & Effectiveness
How easy do you find it is to communicate with our company in the following areas?

Easy Ok Dif Not sure/No reason to

ay fic try
ult
Telephone
enquiries
Email
enquiries
General
enquiries

Stock enquiries
In-store
general
assistance
Product
information
After sales
service

0% 29%

Sample Customer Satisfaction Survey (Store)

How good are we at dealing with your queries in the following areas?

Very Goo Ok No Ve Not sure/Never enquired

good d ay t ry
go po
od or
Telephone
enquiries
Email
enquiries
General
enquiries
Stock
enquiries
In-store
general
assistance
Product
information
After sales
service

About You
Please tell us a little about yourself so that we can find ways of improving our service.
Age Group?

Under 10

Between 10 - 14

Between 15 - 17

Between 18 - 24

Between 25 - 34

Between 35 - 44

Between 45 - 54

Between 55 - 65

Over 65

Your gender?

Male
 Female

Normally when visiting the store do you?

(Please tick all that apply)

Shop on your own

Shop with children

Shop with friend(s)

Shop with partner

Shop with whole family

We welcome you to comment on any aspect of our store and service.

Should you require a reply to a specific query please enter your contact details below.

Thank you
Thank you for completing this survey. By listening to our customers we will continually improve
our service.

0%
We have 4 major questions asked on our surveys

1) Would you buy from us again? Goal 100%

2) Was our price compatible with the market? Goal 75%
3) Was our delivery time compatible with the market? Goal 70%
4) Where you satisfied with our product? Goal 90%

Overall, how satisfied are you with 'YourCompanyHere'?

Very Dissatisfied Neutral Very Satisfied
1 2 3 4 5 6 7 8 9

How satisfied are you with the service you received?

Very Dissatisfied

Dissatisfied

Neutral

Satisfied

Very Satisfied
How would you rate your most recent visit to our store on:
Excellent Very Good Average Poor Unacceptable

Polite and respectful employees

The training of our employees

Getting in and out quickly

When you first arrived at the store, were you immediately greeted or acknowledged by an
employee?

Yes No
What prompted you to visit our store?

Newspaper
Ad
 Print Ad

Radio

TV

Banners
Thank you for choosing your local Illinois YourCompany. Please tell us how we did!
Your feedback is very important to us and is read by the branch manager of each
store and reviewed with employees.

In thinking about your most recent experience with Company, was the quality of customer
service you received:

Excellent

Good

Average

Poor

Very poor
Would you say the value of the Product, as compared to its price, is:

Excellent

Good

Average

Poor

Very poor

Top of Form
Bottom of Form
 Top of Form

Did you contact a service representative?

Yes No

Considering customer service, features,benefits, and cost, how satisfied are you with the
Company?
Choose the one
Very satisfied
Somewhat satisfied
Neutral
Dissatisfied
Very dissatisfied

All things considered, over the next 12 months how likely are you to replace your Product?
select one
Certain
High chance
Not sure
Low chance
Never

http://www.mineful.com/online_surveys/questionnaire_sample_templates.html