Most companies would like to hear their customer feedback once or twice a year. They use this valuable
information to establish principal objectives for their functional areas, and many of the hiring and resource
allocation decisions are based on customer feedback scores and opinions. On many occasions, corporate-wide
bonus is tied to their customer feedback results.
Several years ago, as we were working and conducting consulting assignments, we began to notice a series of
common problems, as companies were trying to carry out their customer surveys. These included poorly designed
questionnaires, low response rate (lack of participation from customers), using incorrect method of conducting
surveys, lack of proper analysis and no actionable recommendations.
Gradually, we have developed a systematic process of conducting customer surveys. Our systematic approach
resolves many of your problems. For example, different departments within our client's company were using
different surveys, and for different purposes. Using our survey menu we provided a focused approach to their
surveys, and developed a comprehensive questionnaire to satisfy everyone's objectives. For a client with
US and global customers, we are carrying out their bi-annual customer satisfaction survey and have improved the
response rate from less than 10 percent to more than 50 percent. Another client was unable to develop actionable
results from their annual customer feedback survey. We have redesigned their questionnaire, using our
customer choice model, and are providing actionable recommendations from their surveys. For another client, who
is concerned about cost of running such surveys, we have developed an on line customer survey system , which once
developed reduces the cost of future surveys.
We work with your staff to tailor our methodology to your specific needs. We will implement our customer
feedback system that, with minor adjustments, could be used for lost prospect surveys, lost customer surveys, or a
specific segment (demographic, geographic, or by product/service line) of your market. We will help you run these
surveys periodically and per your request.
