Customer Satisfaction Research

 The concept of customer satisfaction research

CSR (Consumer satisfactional research) is the abbreviation of the customer satisfaction survey system for service industries. The survey aims to obtain consumers’ evaluations of indicators such as satisfaction with specific services, consumption defects, repurchase rate and recommendation rate through continuous quantitative research. CSR can quantitatively evaluate the quality of the current service of the enterprise, and judge the factors that need to be improved in the service through the SWOT analysis model of the service elements, as the basis for the enterprise to improve the service quality, maintain and expand the existing customer base.


 Which industries does CSR apply to?

CSR is applicable to highly competitive service industries or enterprises, such as banking, securities, insurance, express delivery, commerce, aviation services, tourism services, telecommunications, IT and other industries that can benefit from CSR.


 Why conduct CSR research

Research shows that developing a new customer costs 20 times as much as maintaining an existing customer. As the market economy breaks down the barriers to the service industry, the competition in service markets is becoming increasingly fierce. The boundaries of the market and the bottom line of the price war are gradually emerging, while the demands of customers seem to be endless. Disappointed consumers remain silent, but have the opportunity to choose other service providers. For all enterprises with fierce competition in service, providing better service than competitors is the key for enterprises to occupy the market. However, due to the intangibility and timeliness of service products, if no feedback from customers can be obtained, any service commitment is a kind wish of business executives. Determine the main problems existing in the current service, not aiming to minimize customer complaints, but to give customers as many opportunities as possible to express their opinions, so that the company knows where urgent action is needed, and ultimately disappointed customers. Get satisfaction. CSR, based on scientific sampling of consumers to obtain representative results, is an effective management tool for evaluating service quality.


 How to conduct CSR research

Step 1: Problem Definition – The first task of CSR is to figure out the following questions:

Who is the customer of this service?
How many customers do you have now?
Is there a customer database at present?
How to segment customers?
Who are the target customers?
How do you currently provide services to customers?
Who are the competitors?
What are the strengths and weaknesses of the competition?
Through this step, we also need to figure out how the organization is structured and which departments are in direct contact with customers and which departments support the front-line staff who are in contact with customers when the principal is providing services.

Step 2: Qualitative research – through interviews with consumers, understand the following questions

Speaking of a service, what factors are important to customers?
How do customers feel about the company’s performance in these areas?
How do customers think competitors are doing in these areas?
What factors hinder the company’s performance in these areas?


Step 3: Quantitative research – Quantitative research on consumers is a key part of CSR.

It is necessary to define the scope of the survey object, where to obtain an effective sample population, and what sampling methods can make the selected sample more representative;
determine What kind of access method to use? Generally speaking, when there is a database of respondents, telephone interviews can get results quickly, and mailed questionnaires are suitable when the questionnaires are long and the survey time is not high; Site visits allow for more controlled sampling when it is difficult to obtain a valid sample population.

Step 4: Result Utilization

Write a survey CSR report by analyzing the qualitative and quantitative survey results.
The client can use this to evaluate the findings of the investigation, identify points for action, develop a plan for improvement or give strategic guidance.

Step 5: Quantitative Research Tracking

Customer satisfaction surveys work best when they are done continuously.
It is critical to have a tracking system in place that CSR can track and show over time, the client’s progress on certain subpar factors and where competitors are doing better than you.



For more detailed information about our Center’s CSR and other related service capacities , please contact our Department of Research & Development in Asia: asia-res.dev@setare-orientalis.com