ASSESS

SATISFACTION
TO RETAIN
CUSTOMERS

HOW-TO GUIDE
 Assess Satisfaction to Retain Customers
HOW-TO GUIDE

Maintaining prices and retaining customers in competitive markets depends heavily on your ability
to effectively service your accounts. Proactive organizations work with customers to identify their
strengths and weaknesses to better serve their market.

Use Demand Metric’s downloadable Customer Satisfaction Survey Template to bench-

mark current satisfaction levels and improve these metrics over time.

What are the Key Areas to Measure?

Buying Process — getting customer feedback on your buying process will help you support sales
more effectively, and identify any possible issues.

Value Proposition — learning how your value proposition is perceived is critical in determining the
effectiveness of your branding and communications strategy. Additionally, reduce risk by identi-
fying any customers who are not getting good value for money.

Products/Services — gather metrics on the effectiveness and quality of your products to close the
Product Development loop. Ask additional qualitative questions that can provide insight into what
the market is demanding.

Strategic Direction — measure the perception of your customers on your position as a market
leader and innovative organization. Use this data to demonstrate how effective you are at
communicating corporate strategy.

Customer Service and Support — gauge the responsiveness and courtesy of your service
department to ensure there are no unhappy customers with outstanding issues who may be at risk.

Website/Customer Portal — determine if your website or portal is providing a pleasant experience

or if additional resources need to be added.

Brand Preference — this area provides an opportunity to bottom-line customers. Find out who are
your advocates and who are your dissatisfied customers.

Bottom Line
Ignoring the ‘voice of the customer’ is not how world-class companies operate. To keep
retention levels high, define a customer feedback process that provides both quantitative and
qualitative results.

2 ASSESS SATISFACTION TO RETAIN CUSTOMERS HOW-TO GUIDE

 Action Plan
STEP 1 - Discuss with Senior Management

Discuss
1 with Senior
Management
Impress Management
with the Meeting Agenda
Template
Determine
2 Timing
Table this idea during a
management meeting to
Customize a
3 Survey
see if there are any other
managers who agree that this
type of data would be helpful.

Communicate In particular, speak with

4 with Staff leaders from the Sales,
Customer Service, or
Professional Services
departments.
Distribute to
5 Customers

Gather Results
6 & Analyze

Meeting Agenda Template

Report to Senior
7 Management VIEW RESOURCE

8 Integrate Feedback

3 ASSESS SATISFACTION TO RETAIN CUSTOMERS HOW-TO GUIDE

 Action Plan
STEP 2 - Determine Timing

Discuss with Senior

1 Management Time to Make It Happen

2 Determine Some industries are seasonal,

Timing so make sure that you
time your survey initiative
appropriately.

Customize a Another alternative is to

3 Survey integrate this survey into your
renewal or customer exit
processes.
Communicate
4 with Staff

Distribute to
5 Customers

Project Plan Template

Gather Results
6 & Analyze VIEW RESOURCE

Report to Senior
7 Management

8 Integrate Feedback

4 ASSESS SATISFACTION TO RETAIN CUSTOMERS HOW-TO GUIDE

 Action Plan
STEP 3 - Customize a Survey

Discuss with Senior

1 Management Introducing the Customer
Satisfaction Survey
Template
Determine
2 Timing
Use Demand Metric’s
downloadable Customer

3 Customize a
Survey
Satisfaction Survey Template
as a starting point.

Communicate
4 with Staff

Distribute to
5 Customers Customer Satisfaction Survey

VIEW RESOURCE

Gather Results
6 & Analyze

Report to Senior
7 Management

8 Integrate Feedback

5 ASSESS SATISFACTION TO RETAIN CUSTOMERS HOW-TO GUIDE

 Action Plan
STEP 4 - Communicate with Staff

Discuss with Senior

1 Management Calculating the Value of
Your Customers

Determine
2 Timing Discuss how this initiative will
help the business grow and
retain customers.
Customize a
3 Survey
Be sure to communicate how
the results of these surveys
will be measured and used to
identify any performance issues.

4 Communicate
with Staff

Distribute to
5 Customers

Calculating Customer Lifetime

Value How-To Guide
Gather Results
6 & Analyze
VIEW RESOURCE

Report to Senior
7 Management

8 Integrate Feedback

6 ASSESS SATISFACTION TO RETAIN CUSTOMERS HOW-TO GUIDE

 Action Plan
STEP 5 - Distribute to Customers

Discuss with Senior

1 Management Communicate With Your
Customers for Ultimate
Results
Determine
2 Timing
Once you have decided what
the most appropriate timing is
Customize a
3 Survey
for a customer survey, distribute
them accordingly.

When sending out your survey,

speak to the benefits that your
Communicate
4 with Staff customers will see, including
better service and support,
more valued products, etc.

5 Distribute to
Customers

Gather Results
6 & Analyze
Customer Satisfaction Survey

Report to Senior VIEW RESOURCE

7 Management

8 Integrate Feedback

7 ASSESS SATISFACTION TO RETAIN CUSTOMERS HOW-TO GUIDE

 Action Plan
STEP 6 - Gather Results & Analyze

Discuss with Senior

1 Management Benchmark Your Product/
Service Performance

Determine
2 Timing After you have collected the
survey results, analyze them to
find any flight risk accounts, or
Customize a other potential issues.
3 Survey Aggregate the data into
averages to benchmark your
current level of performance,
Communicate which you can use as a
4 with Staff measuring stick for next time.

Distribute to
5 Customers

Gather
6 Results &
Analyze
Customer Satisfaction Survey

VIEW RESOURCE

Report to Senior
7 Management

8 Integrate Feedback

8 ASSESS SATISFACTION TO RETAIN CUSTOMERS HOW-TO GUIDE

 Action Plan
STEP 7 - Report to Senior Management

Discuss with Senior

1 Management Report to Management
with a SWOT Analysis

Determine
2 Timing Compile a report that can
be delivered to Senior
Management highlighting the
Customize a key strengths, weaknesses,
3 Survey opportunities, and threats.

Communicate
4 with Staff

Distribute to
5 Customers
SWOT Analysis Tool

VIEW RESOURCE

Gather Results
6 & Analyze

7 Report to Senior
Management

8 Integrate Feedback

9 ASSESS SATISFACTION TO RETAIN CUSTOMERS HOW-TO GUIDE

 Action Plan
STEP 8 - Integrate Feedback

Discuss with Senior

1 Management Organize Actionable Items
and Assign Them Out

Determine
2 Timing Based on your report, have
a discussion to prioritize the
action items that need be
Customize a addressed first, and who will
3 Survey take them on.

Communicate
4 with Staff

Distribute to
5 Customers
Project Prioritization Tool

VIEW RESOURCE

Gather Results
6 & Analyze

Report to Senior
7 Management

8 Integrate
Feedback

10 ASSESS SATISFACTION TO RETAIN CUSTOMERS HOW-TO GUIDE

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