How to write the customer satisfaction questionnaire?

Step 1: Definition of the problem. Find out the following questions: Who is the target customer? How many such customers are there? Is there a customer database? How are customers stratified? How to provide services to customers? Who are the competitors? What are the advantages and disadvantages of the product? Then clarify the organizational structure of product services, that is, which departments directly contact customers and which departments provide support to front-line personnel.

Step 2: Qualitative research. Through interviews with consumers and product employees, we can understand the following questions: What factors are important to customers for a product service? How do customers and employees view the performance of products in these aspects, and how do competitors do in these aspects? What factors hinder the performance of products in these aspects?

Step 3: Quantitative research. This is a key part of customer satisfaction survey. It is necessary to clarify the scope of the survey object, where to obtain an effective sample population, what sampling methods can make the selected samples more representative, and determine which access methods to use. Generally speaking, with the database of respondents, telephone interview can get the results quickly. In the case of long questionnaire and short investigation time, email questionnaire survey is more suitable. However, in the case that it is difficult to obtain an effective sample population, home visits and fixed-point visits can make the sampling more controllable.

Step 4: Use the results. Through the analysis of the survey results, write a customer satisfaction survey report. Retail products can use this to determine the items that need improvement and make improvement plans.

Step 5: Quantitative research and follow-up. Customer satisfaction survey can achieve the best results only if it is carried out regularly and continuously. Establishing a tracking system can show the dynamic growth of retail products over time.

■ indicators

The evaluation indicators of customer satisfaction survey include: overall customer satisfaction with a product or service, consumption defects, and the importance evaluation of various factors in the service (taking the express delivery industry as an example, the factors affecting customer satisfaction include employee attitude, service standardization, door-to-door service, etc.). ), satisfaction evaluation of various factors in the service, repurchase rate, recommendation rate, etc. All kinds of indicators imply that we are committed to cultivating products with stable customer base: customer satisfaction is actually an important factor for customers to switch brands.

Customer satisfaction is constantly changing. According to their feelings, expectations and behaviors in the process of purchasing drugs, we can divide them into three types: stable people with high satisfaction, reformers with low satisfaction who are willing to try, and submissive people with average satisfaction.