Why undertake Customer Satisfaction Survey (CSAT) study?

1. 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?

2. 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 Badrinath
Tel: +91 80 26593328
jayanthi.badrinath@prayag.com
A Primer on
Customer Satisfaction
Study
From Prayag Consulting