Survey Swift Linkedin

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Customer satisfaction and brand performance

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  • Reputations take a long time to build up and a very short time to lose Unhappy customers talk more than happy customers
  • Survey Swift Linkedin

    1. 1. Organisations succeed or fail as much through the perceptions of their performance as through the realities of their achievements Or, putting it another way….
    2. 2. … are you sailing your ship without looking where you are going?
    3. 3. A presentation by Hedley Basford <ul><li>The first section presents our view of how organisations need to understand and promote their ‘Brand’ </li></ul><ul><li>It emphasises the need to engage with customers and staff, to create the right Customer Experience </li></ul><ul><li>The following section shows examples of the surveys we have conducted for clients and presents the functionality of our Survey Swift online survey system. </li></ul><ul><li>Note particularly the powerful reporting and analysis capability. </li></ul><ul><li>We begin with a challenge… </li></ul>
    4. 4. Self assessment survey Our website is really working well for us Our promotional events are always a great success Our corporate culture couldn't be better Our advertising expenditure gets best results Our suppliers give us the best possible service Our staff are happy, well motivated and working effectively Our products and services are superior to our competitors Our customers are our best advocates We sell the products and services they need We give our customers good service Wish it were True Not Certain if it is True Know it’s True If you can honestly tick all the boxes in the first column, you don’t need our help!
    5. 5. Selling or Marketing <ul><li>There is an important distinction between ‘selling’ and ‘marketing’ </li></ul><ul><li>‘ Selling’ is about persuading your customers to use your services and buy your products </li></ul><ul><li>Marketing’ is about making sure that you provide the products and services that your customers want to buy </li></ul><ul><li>The more effective you are at marketing, the easier it will be to sell! </li></ul><ul><li>The problem often is that short term pressures to sell can make it difficult to spend the time and allocate realistic funds for marketing. </li></ul>
    6. 6. Know your ‘Brand’ <ul><li>In a nut shell… </li></ul><ul><li>Your ‘Brand’ is what makes people think of you first! </li></ul><ul><li>If they are not thinking of you first, your ‘Brand’ is not working properly </li></ul><ul><li>Value your ‘Brand’ – nurture it, protect it, …be passionate about it! </li></ul>
    7. 7. Defining your Brand How the staff promote your Brand What the Brand should be What your Brand really is! How customers perceive your Brand Training Promotion ? How do you know what your Brand really is?
    8. 8. Measuring your Brand How the staff promote your Brand What the Brand should be What your Brand really is! How customers perceive your Brand Training Use surveys to measure and record Promotion Attitudes, satisfaction and training needs Product performance, service delivery and satisfaction
    9. 9. Customer Satisfaction <ul><li>Why do we need customers to be satisfied? </li></ul><ul><li>Repeat business – yes, but potentially more valuable…. </li></ul><ul><li>Happy customers tell their family, friends and business contacts. </li></ul><ul><li>In short, your customers should be your best advocates! </li></ul>
    10. 10. Don’t forget your staff <ul><li>Why do we need to be concerned about the attitudes of our staff? </li></ul><ul><li>Doing their jobs properly – yes, but much more importantly…. </li></ul><ul><li>Your staff determine how your ‘Brand’ is delivered to your customers </li></ul><ul><li>Your staff create the customer experience by the manner in which they deliver your goods and services </li></ul><ul><li>It’s the experience customers remember longest </li></ul><ul><li>In short, it’s your staff who make or break your Brand! </li></ul>
    11. 11. The Customer Experience …or another way of thinking of your ‘Brand’ <ul><li>What do you sell? What are you selling? Two different questions! </li></ul><ul><li>To create a good, lasting experience you have to create a good relationship. </li></ul><ul><li>Everyone in your organisation plays a part in creating and maintaining this relationship. </li></ul><ul><li>A relationship is founded on values. In a corporate environment, values are not just the usual qualities of trust, integrity, honesty, loyalty and respect – they embrace a dozen or more other attributes that define the quality of the customer experience. </li></ul><ul><li>If this is obvious to you, don’t assume that it will be obvious to everyone else in your organisation! </li></ul>
    12. 12. How to GUARANTEE Customer Satisfaction Identify needs through effective marketing Produce the right products & services Establish values in line with customers’ expectations Communicate these values to your staff Monitor staff performance Reward staff for good performance Keep going Success! Start
    13. 13. Why survey? <ul><li>Surveys enable you to engage directly with customers, staff and others, with speed and consistency. </li></ul><ul><li>They are essential for measuring perceptions and establishing benchmarks </li></ul><ul><li>Surveys are perceived as a sign of strength: a desire to constantly monitor and improve products and services. </li></ul><ul><li>Conducting surveys is the equivalent of your ship’s radar </li></ul>
    14. 14. An Integrated Approach to Conducting your Research <ul><li>Cross-check results from different sources to validate data and re-test </li></ul><ul><li>Take appropriate actions </li></ul><ul><li>We can advise and support all aspects of your marketing and research </li></ul><ul><li>Start with high-level wide-ranging surveys to identify the key issues </li></ul><ul><li>Use focus groups, mystery shopping, personal interviews and specific in-depth surveys to get to the heart of these issues </li></ul>
    15. 15. The Survey Process Build questionnaire Produce Survey Specification Pilot test the survey Update Specification Launch live survey Monitor Results online Export data Repeat at appropriate intervals Interpret results, create perfor- mance indicators Take actions Produce Reports
    16. 16. The Survey Specification <ul><li>Before conducting any survey, the following questions should be asked: </li></ul><ul><ul><li>Who is the sponsor of the survey? </li></ul></ul><ul><ul><li>What are the business objectives for the survey? </li></ul></ul><ul><ul><li>What information do we need to collect to meet the objectives? </li></ul></ul><ul><ul><li>What useful secondary data can we collect? </li></ul></ul><ul><ul><li>Who are the target recipients for the survey? </li></ul></ul><ul><ul><li>What incentives will be offered to respondents? </li></ul></ul><ul><ul><li>Where are the contact details of the target recipients held? </li></ul></ul><ul><ul><li>When will the survey be launched? For how long will it run? </li></ul></ul><ul><ul><li>Do we want to send reminders and when? </li></ul></ul><ul><ul><li>Who will monitor the progress of the survey? </li></ul></ul><ul><ul><li>Who will manage the data received? </li></ul></ul><ul><ul><li>How will the data be used? </li></ul></ul><ul><ul><li>Are there any Data Protection Act or Privacy & Electronic Communications Regulations issues? </li></ul></ul><ul><li>Helping you with this planning process is all part of our service! </li></ul>
    17. 17. Building the Questionnaire <ul><li>Complete the Survey Specification </li></ul><ul><li>Plan the structure of the questionnaire </li></ul><ul><li>Define the question types and agree the wording </li></ul><ul><li>Design the visual personalisation of the questionnaire </li></ul><ul><li>Insert logical filters </li></ul><ul><li>Test the questionnaire and update. </li></ul><ul><li>Conduct a pilot survey </li></ul><ul><li>Update the questionnaire </li></ul>
    18. 18. Survey examples <ul><li>The following slides show you the introduction pages for a selection of our clients </li></ul><ul><li>Note that every aspect of the visual presentation can be customised – logo, font, house style, etc. </li></ul><ul><li>These are followed by examples of how you can see and process the results. </li></ul><ul><li>(Please note that the screen captures have reduced the quality of the graphics) </li></ul>
    19. 23. The following slides show: <ul><li>The first two screens from a Kent Union satisfaction survey </li></ul><ul><ul><li>Notice the visual personalisation </li></ul></ul><ul><ul><li>You can design your own for your own organisation </li></ul></ul><ul><ul><li>You can create multiple styles for different surveys </li></ul></ul><ul><ul><li>Questions can include pictures, sound clips and streaming video </li></ul></ul><ul><li>Examples of various ways in which you can view results </li></ul><ul><li>Explanation of the Survey Process </li></ul>
    20. 24. Kent Union First Screen
    21. 25. Creating a questionnaire Here you can see a simple example of the use of filters to take respondents to questions that are appropriate to previous responses. This is the author’s screen – the filters are transparent to the respondents. What the respondents see is shown on the next slide.
    22. 26. Kent Union 2 nd Screen
    23. 27. Viewing the results online
    24. 28. Charts ‘on the fly’
    25. 29. Cross-tabs ‘on the fly’
    26. 30. Filter responses ‘on the fly’ This profile says: Select all undergraduates up to the age of 25 but exclude those that live on campus
    27. 31. Export to Excel or SPSS
    28. 32. <ul><li>Assuming responses are representative </li></ul><ul><ul><li>1000 responses = 97% confidence </li></ul></ul><ul><ul><li>400 responses = 95% confidence </li></ul></ul><ul><ul><li>200 responses = 93% confidence </li></ul></ul><ul><ul><li>100 responses = 90% confidence </li></ul></ul><ul><li>Because you can monitor the responses as they come in, you decide when to end the survey </li></ul>
    29. 33. Survey Swift Overview <ul><li>Survey Swift is our online, Internet based survey tool. </li></ul><ul><li>It enables you to build questionnaires and launch surveys to customers, prospects, members, employees, etc. </li></ul><ul><li>You can see the results coming in, individually and cumulatively, in real-time from any Internet enabled PC, as each respondent completes the survey. </li></ul><ul><li>Questions can contain multimedia elements - pictures, video and sound clips. </li></ul><ul><li>Different people in the same company can use the system simultaneously, working in their own designated, private areas. </li></ul><ul><li>Surveys can be personalised with your company logos and house styles. The system is designed to suit any type of business or organisation. </li></ul><ul><li>There is no software to purchase and install. No special computer skills are required. The system is intuitive and easy to use. You can access your results from any Internet enabled PC or laptop through a secure ID and password. </li></ul><ul><li>You can send your surveys to as many people as you wish or embed them in your website. You can also conduct surveys using CATI, a telephone call-centre approach. </li></ul>
    30. 34. Survey Swift Overview <ul><li>Survey Swift has a high level of functionality. It has many question formats and enables you to create filters that direct respondents through surveys according to their previous answers. It can ask questions about what respondent do not select as well on what they select, in multiple choice questions. </li></ul><ul><li>You can choose either to purchase a block of responses or pay for individual surveys. With a block of responses, you can conduct as many surveys as you wish each year, with no limitation on the number of questions in any survey. </li></ul><ul><li>If you purchase a block of responses, our training programme covers the principles of questionnaire design in addition to how to use the system. </li></ul><ul><li>We provide interactive support over the Internet – if you need help when designing a questionnaire, we can monitor your progress and suggest alternative approaches, on the telephone, whilst you are actually working on the questionnaire. </li></ul><ul><li>If we are building a questionnaire for you, we can give you interactive access so you can see its progress and comment as necessary. </li></ul>
    31. 35. Survey Swift Overview <ul><li>Survey Swift is well suited to companies of all sizes – there is no difference in functionality. </li></ul><ul><li>We can provide you with a demonstration of Survey Swift , ideally using an example of a previous survey you have conducted. </li></ul>
    32. 36. Feedback Steph Bowen, Marketing Manager, Kent Union, University of Kent At Kent Union we have been working with Hedley Basford of Survey Innovation Ltd to develop online Student Satisfaction Surveys. The software has given us a foolproof way of developing questionnaires which has allowed us to find out more about our Students and our service provision than has ever been possible before. The support and guidance provided by Hedley has been invaluable in helping us to get the best from the system and I would be happy to recommend Survey Innovation to anyone looking to develop their online research capabilities. This system has made Marketing Research a pleasure to do!
    33. 37. For further information <ul><li>Contact Hedley Basford </li></ul><ul><li>[email_address] </li></ul><ul><li>01227 768800 </li></ul>

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