Many organisations collect customer feedback because they feel they should. However, far fewer use it to understand why customers stay, why they leave and where competitors may be gaining ground.
In sectors such as environmental services, waste management, water and laboratory testing, customer satisfaction programmes are often viewed through a compliance lens. Accreditation requirements, quality management systems and customer needs can all encourage organisations to demonstrate that they listen to customers.
But the organisations seeing the greatest value from customer research tend to view it differently.
They use independent customer feedback to identify emerging issues before they become contract losses, understand how service performance compares with competitors and look to uncover opportunities to strengthen customer relationships.
The most effective programmes don’t simply measure satisfaction. They help answer questions such as:
- Why do customers continue to choose us?
- What would make them consider an alternative supplier?
- Which aspects of our service create the most value?
- Are we improving, standing still or falling behind the competition?
Accreditation frameworks may require evidence that customer feedback is gathered and acted upon. However, the commercial value of feedback often extends far beyond compliance. Some of the most useful insights come from conversations that organisations might never have had!
That’s one reason why many businesses choose to use an independent research partner. Customers are often more candid with a third party, leading to richer feedback and more actionable insight.
Customer satisfaction research should not simply demonstrate that you are listening. It should help inform better decisions.
Chris Hadley, Lead – Environment, Energy and Clean Tech
