Improving Customer
Satisfaction
Monitoring Methods that Deliver Insights

This material is solely for use by the client, as a single-user license.
No part of it may be circulated or reproduced without the written
consent of Research Rockstar LLC.
For multi-user licensing or customization please contact
sales@ResearchRockstar.com.
© Copyright 2009. Research Rockstar LLC. All rights reserved.

A fully narrated version of this
presentation is available on YouTube:
Research Rockstar on Customer
Satisfaction Research

In this MicroTopic:
 Customer Satisfaction
Research 101
– Some jargon
– Goals
– Options
 Specifying your Cust Sat
research goals
 Choosing Your Monitoring
Strategy
 Overcoming Common
Challenges
 Choosing an Agency

Customer Satisfaction
Research 101

First, Some Jargon
 Satisfaction or Loyalty?
– Satisfaction is an attitude
– Loyalty is a behavior
 I can be satisfied, but I may not be loyal
 I may behave in a loyal way, but I may not be satisfied
 So both measures matter

Second, some caveats
 No research is perfect
 People can not self-report satisfaction with perfect
accuracy
 What people say they will do (example: purchase again)
is not always what they actually do (they may end up
switching brands)
 Does that mean the research isn’t “good”?
 No; it means we need to understand this and a) design
our research accordingly and b) use it to our advantage

Common Goals
 What are we doing wrong?
– Identify problems before they spread
 What are we doing right?
– Identify success factors that can be more broadly leveraged
What must we do to optimize What must we do to optimize
satisfaction? desirable behaviors?

Common Deliverables
• Pro: Efficient for delivering lots of info
Slides • Con: Hard to digest, becomes cumbersome
Written • Pro: Thoughtful text adds context
• Con: Gets lengthy
reports
• Pro: Efficient for delivering key conclusions
Scorecards • Con: Needs supporting documentation to be fully
understood
Online • Pro: Allows instant access to custom queries
• Con: In reality, very few people fully take
reporting tools advantage

Emerging Deliverables
• Pro: Allows for rich exchanges of results interpretation
Wiki • Con: Security must be in place, moderator should be
assigned
• Pro: Allows for rich exchanges of results interpretation
Blogs • Con: Blog moderator must be appointed
• Pro: Effective for key results and subsets
Video • Con: 20 minute maximum
• Pro: interaction helps people digest research results
Workshops and take action
• Con: Expense, time

Research Options
Social Network Monitoring
HIGH
Customer Advisory Councils
Immediacy
Focus Groups
In-depth Interviews
LOW
Quantitative Surveys
LOW HIGH
Suitable for Extrapolation

Research Options
Common Choices Notes
Frequency Annual, Quarterly, Customer base size
Continuous consideration
Geographic scope Local, broad, select Translation requirements
Sponsorship Blind Blind is sometimes an
Non-blind option in consumer
goods categories
Methodology Quantitative (survey In reality, a combination
project) is often used
Quantitative (interviews,
focus groups, online
forums)
Project Facilitation Agency Depends on expertise
Freelancer needed
DIY

Setting Your Customer
Satisfaction Research
Goals

Identifying Research Application Objectives
 What will you do with the results?
Organizational Goals
Identifying innovation
opportunities
Research
Results Executive bonuses
Performance metrics for
functional areas or divisions

Thank you.
To send feedback: click here
To ask questions: click here
www.ResearchRockstar.com