Tags |
|
|
Links |
|
|
Cases - Business to Business Customer Satisfaction Surveys
The basic concept of business-to-business CRM is often described as allowing the larger business to be as responsive to the needs of its customer as a small business. In the early days of CRM this became translated from “responsive” to “reactive”. Successful larger businesses recognise that they need to be pro-active in finding [listening to] the views, concerns, needs and levels of satisfaction from their customers. Paper-based surveys, such as those left in hotel bedrooms, tend to have a low response rate and are usually completed by customers who have a grievance. Telephone-based interviews are often influenced by the Cassandra phenomenon. Face-to-face interviews are expensive and can be led b
According to USFDA, a combination product is one composed of any combination of a drug and device; biological product and device; drug and biological product
y the interviewer.
INTRODUCTION
CRM is based on the premise that, by having a better understanding of the customers’ needs and desires we can keep them longer and sell more to them.
InfoQuest performed a statistical analysis of Customer Satisfaction data encompassing the findings of over 20,000 customer surveys conducted in 40 countries by InfoQuest.
The conclusions of the study were: -
A Totally Satisfied Customer contributes 2.6 times as much revenue to a company as a Somewhat Satisfied Customer.
A Totally Satisfied Customer contributes 14 times as much revenue as a Somewhat Dissatisfied Customer.
A Totally Dissatisfied Customer decreases revenue at a rate equal to 1.8 times what a Total
INTRODUCTION
CRM is based on the premise that, by having a better understanding of the customers’ needs and desires we can keep them longer and sell more to them.
InfoQuest performed a statistical analysis of Customer Satisfaction data encompassing the findings of over 20,000 customer surveys conducted in 40 countries by InfoQuest.
The conclusions of the study were: -
A Totally Satisfied Customer contributes 2.6 times as much revenue to a company as a Somewhat Satisfied Customer.
A Totally Satisfied Customer contributes 14 times as much revenue as a Somewhat Dissatisfied Customer.
A Totally Dissatisfied Customer decreases revenue at a rate equal to 1.8 times what a Total
; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.
Examples of combination products may in
Examples of combination products may in
y Satisfied Customer contributes to a business.
Consider the following situations…
A large, international hotel chain wanted to attract more business travellers. They decided to conduct a customer satisfaction survey to find out what they needed to improve their services for this type of guest. A written survey was placed in each room and guests were asked to fill it out. However, when the survey period was complete, the hotel found that the only people who had filled in the surveys were children and their grandparents!
WHY?
Business travellers don’t have the time or the interest in participating in this kind of survey!
A large manufacturing company conducted the first year of what was de
Consider the following situations…
A large, international hotel chain wanted to attract more business travellers. They decided to conduct a customer satisfaction survey to find out what they needed to improve their services for this type of guest. A written survey was placed in each room and guests were asked to fill it out. However, when the survey period was complete, the hotel found that the only people who had filled in the surveys were children and their grandparents!
WHY?
Business travellers don’t have the time or the interest in participating in this kind of survey!
A large manufacturing company conducted the first year of what was de
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
igned to be an annual customer satisfaction survey. The first year, the satisfaction score was 94%. The second year, with the same basic survey topics, but using another survey vendor, the satisfaction score dropped to 64%. Ironically, at the same time, their overall revenues doubled!
WHY?
Although all customer satisfaction surveys are used for gathering peoples’ opinions, survey designs vary dramatically in len
WHY?
The questions were simpler and phrased differently. The order of the questions was different. The format of the survey was different. The targeted respondents were at a different management level. The Overall Satisfaction question was placed at the end of the survey.
Although all customer satisfaction surveys are used for gathering peoples’ opinions, survey designs vary dramatically in len
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
gth, content and format. Analysis techniques may utilize a wide variety of charts, graphs and narrative interpretations. Companies often use a survey to test their business strategies, and many base their entire business plan upon their survey’s results. BUT…troubling questions often emerge.
As the examples above show, different survey designs, methodologies and population characteristics will dramatically alter the results of a survey. Therefore,
Are the results always accurate? …Sometimes accurate? …At all accurate? Are there “hidden pockets of customer discontent” that a survey overlooks? Can the survey information be trusted enough to take major action with confidence?
As the examples above show, different survey designs, methodologies and population characteristics will dramatically alter the results of a survey. Therefore,
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
it behoves a company to make absolutely certain that their survey process is accurate enough to generate a true representation of their customers’ opinions. Failing to do so, there is no way the company can use the results for precise action planning.
The characteristics of a survey’s design, and the data collection methodologies employed to conduct the survey, require careful forethought to ensure comprehensive, accurate, and correct results. The discussion on the next page summarizes several key “rules of thumb” that must be adhered to if a survey is to become a company’s most valued strategic business tool.
QUESTION TYPES
Survey questions should be categorized into three types:
Overall S
The characteristics of a survey’s design, and the data collection methodologies employed to conduct the survey, require careful forethought to ensure comprehensive, accurate, and correct results. The discussion on the next page summarizes several key “rules of thumb” that must be adhered to if a survey is to become a company’s most valued strategic business tool.
QUESTION TYPES
Survey questions should be categorized into three types:
Overall S
ucts have become life saving products for the pharmaceutical companies who doesn’t have many innovative molecules in their product pipeline and have been inc
tisfaction question – “How satisfied are you overall with XYZ Company?”
Key Attributes – satisfaction with key areas of business, e.g. Sales, Marketing, Operations, etc.
Drill Down – satisfaction with issues that are unique to each attribute, and upon which action may be taken to directly remedy that Key Attribute’s issues.
The Overall Satisfaction question is placed at the end of the survey so that its answer will be affected by a more in depth thinking, allowing respondents to have first considered answers to other questions.
o QUESTION DESIGN
A survey, if constructed properly, will yield a wealth of information. The following design elements should be taken into account:
First, the surv
Key Attributes – satisfaction with key areas of business, e.g. Sales, Marketing, Operations, etc.
Drill Down – satisfaction with issues that are unique to each attribute, and upon which action may be taken to directly remedy that Key Attribute’s issues.
The Overall Satisfaction question is placed at the end of the survey so that its answer will be affected by a more in depth thinking, allowing respondents to have first considered answers to other questions.
o QUESTION DESIGN
A survey, if constructed properly, will yield a wealth of information. The following design elements should be taken into account:
First, the surv
easingly used in the product life cycle management. Even the companies having product patents are trying to extend their product life cycle through the combi
ey must be kept to a reasonable length. Over 60 questions in a written survey will become tiring. Anything over 8-12 questions begins taxing the patience of participants in a phone survey.
Second, the questions should utilize simple sentences with short words.
Third, questions should ask for an opinion on only one topic at a time. For example, the question, “how satisfied are you with our products and services?” cannot be effectively answered because a respondent may have conflicting opinions on products versus services.
Fourth, superlatives such as “excellent” or “very” should not be used in questions. Such words tend to lead a respondent toward an opinion.
Fifth, “feel good” questions y
Second, the questions should utilize simple sentences with short words.
Third, questions should ask for an opinion on only one topic at a time. For example, the question, “how satisfied are you with our products and services?” cannot be effectively answered because a respondent may have conflicting opinions on products versus services.
Fourth, superlatives such as “excellent” or “very” should not be used in questions. Such words tend to lead a respondent toward an opinion.
Fifth, “feel good” questions y
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
eld subjective answers on which little specific action can be taken. For example, the question “how do you feel about XYZ company’s industry position?” produces responses that are of no practical value in terms of improving an operation.
o THE PERILS OF PAPER
Though the fill-in-the-dots format is one of the most common types of survey, there are significant flaws, which can discredit the results. For example, all prior answers are visible, which leads to comparisons with current questions, undermining candour. Second, some respondents subconsciously tend to look for symmetry in their responses and become guided by the pattern of their responses, not their true feelings. Third, because pap
o THE PERILS OF PAPER
Though the fill-in-the-dots format is one of the most common types of survey, there are significant flaws, which can discredit the results. For example, all prior answers are visible, which leads to comparisons with current questions, undermining candour. Second, some respondents subconsciously tend to look for symmetry in their responses and become guided by the pattern of their responses, not their true feelings. Third, because pap
and physically. They need to rightly judge the benefits of the combination products and they have to even look at the risks involved when combining the produ
r surveys are typically categorized into topic sections, a respondent is more apt to fill down a column of dots within a category while giving little consideration to each question. Some INTERNET surveys, constructed in the same “dots” format, often lead to the same tendencies, particularly if inconvenient sideways scrolling is necessary to answer a question.
In a survey conducted by Xerox Corporation, over one third of all responses were discarded because the participants had clearly run down the columns in each category rather than carefully considering each question.
o TELEPHONE SURVEYS Though a telephone survey yields a more accurate response than a paper survey, they may also have inhere
In a survey conducted by Xerox Corporation, over one third of all responses were discarded because the participants had clearly run down the columns in each category rather than carefully considering each question.
o TELEPHONE SURVEYS Though a telephone survey yields a more accurate response than a paper survey, they may also have inhere
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
t flaws that impede quality results, such as:
First, when a respondent’s identity is clearly known, concern over the possibility of being challenged or confronted with negative responses at a later date produces a strong positive bias in their replies (the so-called “Cassandra Phenomenon”.)
Second, studies have shown that people become friendlier as a conversation grows longer, thus influencing question responses.
Third, human nature says that people like to be liked. Therefore, gender biases, accents, perceived intelligence, or compassion all influence responses. Similarly, senior management egos often emerge when trying to convey their wisdom.
Fourth, telephone surveys are intrusive on a
First, when a respondent’s identity is clearly known, concern over the possibility of being challenged or confronted with negative responses at a later date produces a strong positive bias in their replies (the so-called “Cassandra Phenomenon”.)
Second, studies have shown that people become friendlier as a conversation grows longer, thus influencing question responses.
Third, human nature says that people like to be liked. Therefore, gender biases, accents, perceived intelligence, or compassion all influence responses. Similarly, senior management egos often emerge when trying to convey their wisdom.
Fourth, telephone surveys are intrusive on a
ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.
Following aspects would a
Following aspects would a
senior manager’s time. An unannounced phone call may create an initial negative impression of the survey. Many respondents may be partially focused on the clock instead of the questions. Optimum responses are dependent upon a respondents’ clear mind and free time, two things that senior management often lacks. In a recent multi-national survey where targeted respondents were offered the choice of a phone or other methods, ALL chose the other methods.
Taking precautionary steps, such as keeping the survey brief and using only highly-trained callers who minimize idle conversation, will help minimize the aforementioned issues, but will not eliminate them.
o THE NEED FOR A HIGH RESPONSE RATE
T
Taking precautionary steps, such as keeping the survey brief and using only highly-trained callers who minimize idle conversation, will help minimize the aforementioned issues, but will not eliminate them.
o THE NEED FOR A HIGH RESPONSE RATE
T
dd to the challenges in developing combination products:
Which markets to tap where the combination products can do fairly well?
Which combination prod
Which markets to tap where the combination products can do fairly well?
Which combination prod
e objective of a survey is to capture a representative cross-section of opinions throughout a group of people. Unfortunately, unless a majority of the people participate, two factors will influence the results:
First, negative people tend to answer a survey more often than positive because human nature encourages “venting” negative emotions. A low response rate will generally produce more negative results (see drawing).
Second, a smaller percentage of a population is less representative of the whole. For example, if 12 people are asked to take a survey and 25% respond, then the opinions of the other nine people are unknown and may be entirely different. However, if 75% respond, then only th
First, negative people tend to answer a survey more often than positive because human nature encourages “venting” negative emotions. A low response rate will generally produce more negative results (see drawing).
Second, a smaller percentage of a population is less representative of the whole. For example, if 12 people are asked to take a survey and 25% respond, then the opinions of the other nine people are unknown and may be entirely different. However, if 75% respond, then only th
cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
ee opinions are unknown. The other nine will be more likely to represent the opinions of the whole group. One can assume that the higher the response rate, the more accurate the snap-shot of opinions.
o THE ACCURACY OF TERMS
Totally Satisfied vs. Very Satisfied ……Debates have raged over the scales used to depict levels of customer satisfaction. In recent years, however, studies have definitively proven that a “totally satisfied” customer is between 3 and 10 times more likely to initiate a repurchase, and that measuring this “top-box” category is significantly more precise than any other means. Moreover, surveys which measure percentages of “totally satisfied” customers instead of the tradit
o THE ACCURACY OF TERMS
Totally Satisfied vs. Very Satisfied ……Debates have raged over the scales used to depict levels of customer satisfaction. In recent years, however, studies have definitively proven that a “totally satisfied” customer is between 3 and 10 times more likely to initiate a repurchase, and that measuring this “top-box” category is significantly more precise than any other means. Moreover, surveys which measure percentages of “totally satisfied” customers instead of the tradit
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
ional sum of “very satisfied” and “somewhat satisfied,” provide a much more accurate indicator of business growth.
Other Scale issues…..There are other rules of thumb that may be used to ensure more valuable results:
Many surveys offer a “neutral” choice on a five-point scale for those who might not want to answer a question, or for those who are unable to make a decision. This “bail-out” option decreases the quantity of opinions, thus diminishing the survey’s validity. Surveys that use “insufficient information,” as a more definitive middle-box choice persuade a respondent to make a decision, unless they simply have too little knowledge to answer the question.
Scales of 1-10 (or 1-100%) are
Other Scale issues…..There are other rules of thumb that may be used to ensure more valuable results:
Many surveys offer a “neutral” choice on a five-point scale for those who might not want to answer a question, or for those who are unable to make a decision. This “bail-out” option decreases the quantity of opinions, thus diminishing the survey’s validity. Surveys that use “insufficient information,” as a more definitive middle-box choice persuade a respondent to make a decision, unless they simply have too little knowledge to answer the question.
Scales of 1-10 (or 1-100%) are
t?
As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel
As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel
perceived differently between age groups. Individuals who were schooled using a percentage grading system often consider a 59% to be “flunking.” These deep-rooted tendencies often skew different peoples’ perceptions of survey results.
o SOME ADDITIONAL THOUGHTS
There are a few additional details that can enhance the overall polish of a survey. While a survey should be an exercise in communications excellence, the experience of taking a survey should also be positive for the respondent, as well as valuable for the survey sponsor.
First, People – Those responsible for acting upon issues revealed in the survey should be fully engaged in the survey development process. A “team leader” should b
o SOME ADDITIONAL THOUGHTS
There are a few additional details that can enhance the overall polish of a survey. While a survey should be an exercise in communications excellence, the experience of taking a survey should also be positive for the respondent, as well as valuable for the survey sponsor.
First, People – Those responsible for acting upon issues revealed in the survey should be fully engaged in the survey development process. A “team leader” should b
ping new procedures for reviewing their safety, efficacy and quality.
Professional from academic institutions, pharmaceutical industries, health care indust
Professional from academic institutions, pharmaceutical industries, health care indust
responsible for ensuring that all pertinent business categories are included (up to 10 is ideal), and that designated individuals take responsibility for responding to the results for each Key Attribute.
Second, Respondent Validation – Once the names of potential survey respondents have been selected, they are individually called and “invited” to participate. This step ensures the person is willing to take the survey, and elicits an agreement to do so, thus enhancing the response rate. It also ensures the person’s name, title, and address are correct, an area in which inaccuracies are commonplace.
Third, Questions – Open-ended questions are generally best avoided in favour of simple, concis
Second, Respondent Validation – Once the names of potential survey respondents have been selected, they are individually called and “invited” to participate. This step ensures the person is willing to take the survey, and elicits an agreement to do so, thus enhancing the response rate. It also ensures the person’s name, title, and address are correct, an area in which inaccuracies are commonplace.
Third, Questions – Open-ended questions are generally best avoided in favour of simple, concis
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
e, one subject questions. The questions should also be randomised, mixing up the topics, forcing the respondent to be continually thinking about a different subject, and not building upon an answer from the previous question. Finally, questions should be presented in positive tones, which not only helps maintain an objective and uniform attitude while answering the survey questions, but allows for uniform interpretation of the results.
Fourth, Results – Each respondent receives a synopsis of the survey results, either in writing or - preferably - in person. By offering at the outset to share the results of the survey with each respondent, interest is generated in the process, the response ra
Fourth, Results – Each respondent receives a synopsis of the survey results, either in writing or - preferably - in person. By offering at the outset to share the results of the survey with each respondent, interest is generated in the process, the response ra
.
As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de
As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de
e increases, and the company is left with a standing invitation to come back to the customer later and close the communication loop. Not only does that provide a means of dealing and exploring identified issues on a personal level, but it often increases an individual’s willingness to participate in later surveys.
o AND FINALLY
A well structured customer satisfaction survey can provide a wealth of invaluable market intelligence that human nature will not otherwise allow access to. Properly done, it can be a means of establishing performance benchmarks, measuring improvement over time, building individual customer relationships, identifying customers at risk of loss, and improving overall cust
o AND FINALLY
A well structured customer satisfaction survey can provide a wealth of invaluable market intelligence that human nature will not otherwise allow access to. Properly done, it can be a means of establishing performance benchmarks, measuring improvement over time, building individual customer relationships, identifying customers at risk of loss, and improving overall cust
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.
Companies that provide selfless information through particip
Companies that provide selfless information through particip
mer satisfaction, loyalty and revenues. If a company is not careful, however, it can become a source of misguided direction, wrong decisions and wasted money.
InfoQuest Customer Relationship Management Limited, based in the U.K., has an international network that conducts comprehensive customer and employee satisfaction surveys, using such pioneering techniques as the ConSensor Survey Device, Neural Network Analysis (ProfitMaxsm), and our proprietary Revenue Index. InfoQuest has delivered over 70,000 surveys in 52 countries in 20 languages. It is seen by its customers as being the most cost-effective, efficient and actionable business-to-business customer satisfaction survey technique available
InfoQuest Customer Relationship Management Limited, based in the U.K., has an international network that conducts comprehensive customer and employee satisfaction surveys, using such pioneering techniques as the ConSensor Survey Device, Neural Network Analysis (ProfitMaxsm), and our proprietary Revenue Index. InfoQuest has delivered over 70,000 surveys in 52 countries in 20 languages. It is seen by its customers as being the most cost-effective, efficient and actionable business-to-business customer satisfaction survey technique available
tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products
HTTP = HTML link (for blogs, profiles,phorums):
<a href="http://www.cases.org.ua/article/15384/cases-Business-to-Business-Customer-Satisfaction-Surveys.html">Business to Business Customer Satisfaction Surveys</a>
BB link (for phorums):
[url=http://www.cases.org.ua/article/15384/cases-Business-to-Business-Customer-Satisfaction-Surveys.html]Business to Business Customer Satisfaction Surveys[/url]
Related Articles:
Significance Of Clothing In Business World
Electrical Jobs: Substation Operators or Switchmen Jobs
Bookmark it:
|