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a primer on customer satisfaction study

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A primer on Customer Satisfaction study How do I conduct a CSAT study? Who should undertake a CSAT study? Understand customer priorities and expectations better Lay the foundation for improvement initiatives within the company Understand brand perceptions Organizations with at least 50 customers or partners can participate Audience: • External and Internal customers • Partners: Distributors, vendors and dealers Collect data : Online, F2F, Telephonic Administer through a neutral entity Prepare questionnaire Gauge customer satisfaction with your organization What answers can I expect from a CSAT study? Typical measures in a CSAT study Satisfaction Score Loyalty Score Net Promoter Score What can organizations do with CSAT findings? How satisfied are my customers? Do I have a transaction-based or value-based relationship? Is my customer strategy moving in the right direction? Do I have a holistic view of the customer’s perspective? Do I know my customer organization well? Do I know what are the areas/functions that need attention and do my customers view it the same way? Do senior level contacts and mid-level contacts within the customer organization view me the same way? Do I know who my champions and more importantly my detractors are? Develop new products or services Change business processes and vendor/distributor relationship Enhance financial metrics Understand customer expectations better Why undertake Customer Satisfaction Survey (CSAT) study?

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Page 1: A primer on Customer Satisfaction study

A primer on Customer Satisfaction study

How do I conduct a CSAT study?

Who should undertake a CSAT study?

Understand customer priorities and

expectations better

Lay the foundation for improvement initiatives

within the company

Understand brand perceptions

Organizations with at least 50 customers or partners can

participate

Audience: • External and Internal customers• Partners: Distributors, vendors and dealers

Collect data : Online, F2F, Telephonic

Administer through a neutral entity

Prepare questionnaire

Gauge customer satisfaction with your organization

What answers can I expect from a CSAT study?

Typical measures in a CSAT study

SatisfactionScore

LoyaltyScore

Net Promoter

Score

What can organizations do with CSAT findings?

How satisfied are my customers?

Do I have a transaction-based or

value-based relationship?

Is my customer strategy moving in the

right direction?

Do I have a holistic view of the customer’s

perspective?

Do I know my customer

organization well?

Do I know what are the areas/functions that need

attention and do my customers view it the same

way?

Do senior level contacts and mid-level contacts

within the customer organization view me the

same way?

Do I know who my champions and more

importantly my detractors are?

Develop new products or services

Change business processes and vendor/distributor relationship

Enhance financial metrics

Understand customer expectations better

Why undertake Customer Satisfaction Survey (CSAT) study?

Page 2: A primer on Customer Satisfaction study

About Prayag Consulting

Prayag Consulting is a Bangalore based marketing consulting firm that has been providing comprehensive strategic and marketing solutions to clients since 2001. Prayag has been engaging with a variety of companies -- MNCs & Indian, large to small -- located in India and abroad for: Market Research, Go-to market strategies and Collateral development. More on Prayag at www.prayag.com

Contact: Jayanthi BadrinathTel: +91 80 26593328 [email protected]

A Primer on Customer Satisfaction Study

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