Customer Satisfaction Survey

Client: 

Association of building and construction products manufacturers

Goal: 

Client wished to enable its members to easily and cost-effectively survey their customers in order to determine the customers’ levels of satisfaction with the members’ products and services. 

Action: 

Industry Insights conferred with both client personnel and industry members to determine the issues that were most important to the members’ customers.  Based on this feedback, a survey instrument was designed that could be used by all association members to measure their customers’ satisfaction.

An easy to use “package” concept was designed that minimized the effort required by the members, and the final results of each member’s survey were summarized in a customized report containing a graphical executive overview of the main survey findings, supplemented by detailed data tables that analyzed the survey results based on various customer characteristics. 

Outcome: 

Because the same survey instrument was used by many association members, the cost-per-member of the research was minimal.  The use of a standard survey form and report output also resulted in a systematic and consistent database of customer satisfaction matrices across the entire industry, enabling the members to benchmark their own customer satisfaction levels versus their peers in the industry.

Because the process is simple, the cost is low and the results are valuable, many members conduct the survey on an ongoing basis, thus establishing trend data that allows them to track the results of their customer satisfaction efforts over time. 

As a result, the client was able to provide a valuable new member service, as well as an ongoing source of non-dues revenues.