The right focus
The first thing to consider when customers are to be surveyed is the scope and aim of the survey.
At Ennova, we have defined four different types of customer surveys.
First, we need to determine whether the focus of the survey is to be on the individual customer – which is often the case in the B2B market – or on the customers as a single entity. If the focus is on the individual customer’s satisfaction with your company, it can, of course, also be aggregated up to a total market survey. This is often done but, in this situation, the ‘market survey’ will often be a form of extra service.
Subsequently, we need to assess whether a survey is requested of the entire customer relationship or whether a survey of a single point of contact is wanted. The latter surveys could be an assessment of the company’s website or of the service that you get when you contact the company’s customer service centre.
Start by getting an overview of what is to be surveyed and how it can be done.
Ennova can give you advice in all respects. Our primary competences, however, comprise surveys of the customers’ general perception of your company – the strategic customer survey.