How to conduct a customer satisfaction survey

ISO 9001 specifies that customer satisfaction surveys are not the only tool that can be used to assess customer satisfaction. Nevertheless, provided it is methodically prepared, conducted and analyzed, it remains an extremely effective tool for providing feedback on customer satisfaction levels.

Satisfaction surveys have become fairly commonplace in the business world, to the point where return rates are often disappointing and many companies are reluctant to carry them out. However, if carried out methodically, a satisfaction survey remains a reliable and effective tool for :

• show interest in your customers and work on your brand image;

• raise staff awareness of customer expectations;

• complete the customer requirements to be taken into account;

• define new directions (strategy/policy/objectives) ;

• increase customer satisfaction and loyalty;

• identify potential customer dissatisfaction before it is lost;

• compare internal performance measurement with customer perception to improve the indicator system and fine-tune targets.