Customer Satisfaction

Surveys

Employee Training
Guide
 Overview

• What is a Customer Satisfaction survey?

• Purposes of Customer Satisfactions surveys in our
organization
• Nuts and bolts
• Example
• Group activity
• Summary
 What is a Customer
Satisfaction Survey?

An Instrument that consists of a series of

items that are designed to elicit customer
perceptions.
 Benefits of using Customer
Satisfaction Surveys

• Builds a strong relationship with

customers.
• Quantifies customer satisfaction levels
• Enables our organization to measure up to
customer expectations
 Developing Customer
Satisfaction Surveys

• Identify customer requirements

• Develop and validate the instrument
• Implement the Survey
• Analyze the results
 Identify Customer
Requirements
• Understanding customer expectations:
quality, service, and performance
• Examine documents that were established
when relationship with the customer began
• Interview customers to go over customer
wants
 Develop and Validate the
Instrument

• Develop items that will measure customer

requirements
• Use the critical incident approach
• Items should be declarative close-ended
questions
• Reliability and validity are two different but
interrelated issues
 Implement the Survey

• Make survey available to customers

• Test/retest approach to ensure valid and
reliable responses
 Analyze the Results

• Data processing should be kept simple

• Use Pareto’s analysis when analyzing open-
ended questions
• Use advanced statistical analysis only
when necessary
 Day’s Inn Penn State
Example
• Days Inn is a Universal chain of Hotels
• In such a customer based industry it is important for
them to understand customers expectations
• They have a survey available to all guests in their
rooms that they can mail after being completed
 Group Activity
• Its your turn to develop a
Customer Satisfaction
Survey!!!
• Break off in teams of 4
and develop a customer
satisfaction survey for a
fast food restaurant
• Using a 5 point scale, 5
being the most satisfied
and 1 being the least
 Helpful Hints when
Constructing Survey
• What is the critical incident?
• What is important to an individual when going to a
fast food restaurant?
• Balance focus between what is important to the
customer and what is important to marketing?
• Keep Survey short but ask important questions
 Example Items on a Fast Food
Survey
• ___ I was greeted on entering Henry’s
• ___ There was a server available when I
approached the service counter
• ___ My line had less than three people when
I arrived
 Summary

• Customer Satisfaction is a key for an

organization to survive
• Surveys enable an organization receive
positive and negative feedback on
products or services
• Surveys increase Customer Retention.
 Bibliography

• “Customer Satisfaction Surveys: How Satisfied are your

customers.” Internet.
http:www.busreslab.com/consult/custat.htm. 10 February 2001.
• “Customer Service Training.” Internet.
http://www.pbsconsulting.com/customertrain.htm. 10 February
2001.
• Foster, S. Thomas. Managing Quality an Integrative Approach .
Upper Saddle River: Prentice Hall, 2001.
• Massnick, Forler. The Customer is CEO. New York: amacon,
1997