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Customer Satisfaction Research

Polaris specializes in customer satisfaction research and ongoing tracking research projects varying in sample size, survey methodology, interview frequency, vertical industry, reporting style, etc. Whether you need to create an entirely new customer satisfaction survey or refresh and revise your existing program, Polaris will work with you in designing an efficient and cost effective program to help achieve your performance objectives. Our approach for designing a customer satisfaction measurement program is generally broken down into several phases.

Phases for Developing a Tracking Research Survey

Phase One – Discovery Meeting, Knowledge Sharing, Questionnaire Development

During our initial meeting, we develop a more detailed understanding of your specific informational needs, any current hypotheses, and your expectations for the research survey program. Polaris Marketing Research will review available strategic information to determine potential attributes, areas of interest and behavioral drivers (purchase/satisfaction/awareness). Because these drivers can vary between your product/service categories, buyer level/type, buyer industry and many other factors, understanding and verifying key drivers and attributes can range from simple to complex. The primary goal of the initial phase of customer satisfaction research is to determine whether sufficient knowledge and comfort exists to move into customer satisfaction questionnaire design, or whether additional up-front research is potentially needed (such as historical data analysis, employee brainstorming, In-depth interviews, focus groups, or a longer baseline survey designed for detailed statistical driver analysis).

Phase Two – Finalize Appropriate Program Design And Construct Survey

Once we uncover the most important attributes and drivers and understand the respondent groups to be surveyed, we can make refinements to our approach and the survey questionnaire. We will take that information and work with you in designing a tracking research survey that gathers information about the most relevant attributes, and provides meaningful knowledge.

Phase Three - Implement Ongoing Customer Satisfaction Research Program

A shortened tracking research survey among a random sample of recent customers will provide an accurate and cost effective snapshot of your company’s performance on key measures over time. The tracking research survey should efficiently question customers on the key satisfaction drivers. The overall goal of the tracking survey is to provide continuous quality feedback, while providing a positive experience for the customer.

Phase Four – Communicate Results

We work closely with our clients in helping them drive the customer satisfaction research we collect throughout their organization. We realize that organizations communicate in a wide variety of ways, which is why we offer an array of reporting options to choose from. The most significant market research survey results are only useful if they readily provide management with understandable and actionable information.

Phase Five – Look For Trends and Revise/Refresh as Needed

We continually look for opportunities to improve in all phases of the tracking research process so that your company can fully leverage survey results while getting maximum value from its market research investment.

Contact us to learn more about creating a new customer satisfaction research program .