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Objectives of customer 
satisfaction surveys 
Obtaining meaningful customer data to enhance business operations 
Objectives of customer satisfaction 1 surveys www.visitorM.com 
Alexander H. Schregardus, Founder
Table of Contents 
Overall Objectives 3 
Source Customer Data 4 
Demographics 4 
Sales 4 
Journeys 4 
Gather Customer Feedback 5 
Drive Performance 6 
Layout & Design 6 
Products & Services 7 
Employee Actions 7 
Conclusion 8 
Objectives of customer satisfaction 2 surveys www.visitorM.com
Overall Objectives 
The primary goal of customer satisfaction surveys is obtaining meaningful data that can 
be used to enhance the operations of a business. Surveys usually fall into a small set of 
data points that can be calculated, including: 
• Customer demographics (age, gender, ethnicity, income status, etc.) 
• Opinions about products purchased or service received 
• Overall satisfaction with a location, product or service 
• Recognition of the brand and its marketing efforts 
These elements are more important than ever before as businesses transfer over to 
inbound marketing, an information-based marketing approach that aims to narrowly 
target customers and maximise the effectiveness of all marketing efforts. 
Surveys can also be used to measure performance of employees, which is an 
important consideration for any business that relies on employee interaction to 
generate repeat business. Simply put, happy customers are more likely to be repeat 
customers - and finding out how happy customers are after interacting with 
employees is a critical metric for performance. 
While this data can be obtained in many different ways, most of these are highly 
objective , customer satisfaction surveys focus on subjective things that are 
impossible to gather without asking your customers directly. 
Finally, through satisfaction surveys your customers are literally telling you what you 
need to do to earn their business, their repeat business or a word of mouth 
recommendation to their friends and colleagues. Surveys should not merely be a 
data gathering exercise. Organisations that create a culture to enable them to take 
immediate action, improve processes and procedures and inform strategy will 
maximise the benefits of this information and increase their revenue. 
Objectives of customer satisfaction 3 surveys www.visitorM.com
Download the free white paper now 
Objectives of customer satisfaction 4 surveys www.visitorM.com
visitorM is expert at helping businesses gather and measure customer 
feedback in order to understand and act upon customer satisfaction. 
Touch screens in strategic points of customer traffic rapidly measure 
the customer experience through surveys and questionnaires that are 
readily available, quick, to the point, and easy to answer. 
This equates to timely data gathered with less labor and fewer phone 
calls, emails and paper marketing tools such as brochures. visitorM 
works to make customer feedback solutions that are interesting, eye-catching 
and satisfying to the customer. He will know you think his 
experience truly impacts your business in a meaningful way. 
Read more Get in touch 
visitorM Ltd 
Unit 5, Hartnett Centre 
Moylish 
Limerick, Ireland 
Phone: +353 61 293 163 
Email: hello@visitorM.com 
Objectives of customer satisfaction 5 surveys www.visitorM.com

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Customer Satisfaction Survey Objectives

  • 1. Objectives of customer satisfaction surveys Obtaining meaningful customer data to enhance business operations Objectives of customer satisfaction 1 surveys www.visitorM.com Alexander H. Schregardus, Founder
  • 2. Table of Contents Overall Objectives 3 Source Customer Data 4 Demographics 4 Sales 4 Journeys 4 Gather Customer Feedback 5 Drive Performance 6 Layout & Design 6 Products & Services 7 Employee Actions 7 Conclusion 8 Objectives of customer satisfaction 2 surveys www.visitorM.com
  • 3. Overall Objectives The primary goal of customer satisfaction surveys is obtaining meaningful data that can be used to enhance the operations of a business. Surveys usually fall into a small set of data points that can be calculated, including: • Customer demographics (age, gender, ethnicity, income status, etc.) • Opinions about products purchased or service received • Overall satisfaction with a location, product or service • Recognition of the brand and its marketing efforts These elements are more important than ever before as businesses transfer over to inbound marketing, an information-based marketing approach that aims to narrowly target customers and maximise the effectiveness of all marketing efforts. Surveys can also be used to measure performance of employees, which is an important consideration for any business that relies on employee interaction to generate repeat business. Simply put, happy customers are more likely to be repeat customers - and finding out how happy customers are after interacting with employees is a critical metric for performance. While this data can be obtained in many different ways, most of these are highly objective , customer satisfaction surveys focus on subjective things that are impossible to gather without asking your customers directly. Finally, through satisfaction surveys your customers are literally telling you what you need to do to earn their business, their repeat business or a word of mouth recommendation to their friends and colleagues. Surveys should not merely be a data gathering exercise. Organisations that create a culture to enable them to take immediate action, improve processes and procedures and inform strategy will maximise the benefits of this information and increase their revenue. Objectives of customer satisfaction 3 surveys www.visitorM.com
  • 4. Download the free white paper now Objectives of customer satisfaction 4 surveys www.visitorM.com
  • 5. visitorM is expert at helping businesses gather and measure customer feedback in order to understand and act upon customer satisfaction. Touch screens in strategic points of customer traffic rapidly measure the customer experience through surveys and questionnaires that are readily available, quick, to the point, and easy to answer. This equates to timely data gathered with less labor and fewer phone calls, emails and paper marketing tools such as brochures. visitorM works to make customer feedback solutions that are interesting, eye-catching and satisfying to the customer. He will know you think his experience truly impacts your business in a meaningful way. Read more Get in touch visitorM Ltd Unit 5, Hartnett Centre Moylish Limerick, Ireland Phone: +353 61 293 163 Email: hello@visitorM.com Objectives of customer satisfaction 5 surveys www.visitorM.com