A customer satisfaction survey should measure how well an organization meets its customers’ needs, which customer groups are most vulnerable to competitive pressures, and how customer purchase behavior (loyalty) is linked to customer satisfaction and other factors the organization can influence. DRC’s research consultants have developed a model for customer satisfaction measurement that asks the right questions, of the right people, at the right time. And, after collecting the information, we help implement changes that have a direct impact on the organization’s profitability.

Customer Loyalty Model (click image to enlarge)

DRC’s model links customer satisfaction and other key indicators with the bottom line. An organization starts by surveying its employees and customers. Organizational changes based on the results help create an environment in which employees more effectively meet customer needs more effectively. As organizational practices change, customers perceive a link between their needs and the organization’s desire and ability to meet their needs—a perception that translates into increased customer satisfaction.

Loyalty—defined as actual purchase behavior—depends on more than high levels of customer satisfaction, however. Loyalty is also impacted by brand competition and situational factors such as customer demographics and psychographics. DRC can help you get the most out of a customer survey program by tailoring a predictive loyalty model for your unique customer base and product/service set.

DRC provides complete survey consulting services, from up-front survey design through in-depth analyses and action planning.

We help define the purpose and objectives of the study and at every step, our research consultants advise on survey options and the best methodologies. When the results are in, we develop custom reports and presentation materials that communicate survey findings in easy-to-use formats. Some of our most important work comes after the survey findings are presented-we’re experts at helping management take action that leads to real organizational change.

Maintaining a high level of customer satisfaction and loyalty is a continuous process that requires ongoing monitoring and adjustment. Our clients count on DRC’s research staff to stay up-to-date on the latest survey measurement theory and practice, and to incorporate them into an ongoing survey program.

DRC provides in-house capabilities for developing electronic and paper-based surveys, printing, assembly, mailing, data processing, and electronic and paper-based reporting to deliver results, from start to finish.

DRC’s Services (click image to enlarge)