Customer satisfaction research is a form of tracking conducted on an ongoing basis using survey research to collect feedback either after a transaction or to gather consumer measures of brand health over time. Tracking is appropriate for new or established brands, and for B2C and B2B businesses.
InnoProbe conducts customer satisfaction for one of the country’s best known direct grocers. Shopper transactional data is appended to survey responses to give management a total view of what is on customers’ minds. Feedback is triggered when a transaction occurs, with surveys sent to households Within 24 hours of a purchase. Feedback is aggregated weekly, and transactional information is merged with survey data. Over time, historical benchmarks were established for a range of measures, including net promoter score (“NPS”) type measures, as well as measurements of specific categories such as produce quality, brand selection, packaging, in-house brands, and navigation of the site itself. Survey research forms an extremely important source of information to present a broad picture of how the company is performing.
A major manufacturer of heavy equipment routinely conducts a global customer and dealer satisfaction study. There was just one problem: their research firm did not know how to analyze the data. InnoProbe was retained to perform a massive data cleaning and preparation and time series alignment, resulting in significant new learning for the company. Following several waves of revised data collection, the company reported more insights into issues affecting customers in specific regions of the globe, and in specific product lines. Our analysis of their data revealed opportunities to improve communication with customers, make improvements in the pre-and post-sales experience, and identify specific action steps to improve the sales process.
