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Customer Satisfaction Surveys
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Customer Satisfaction Surveys
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Research Data

In 1999 in Europe alone the turnover of client satisfaction surveys was estimated to be more than 320M EURO with an annual growth rate of around 15 % (HLP Development SA, 2004).

In 2000, in an effort to compare the advantages and disadvantages of online vs face-to-face in-depth interviews for collecting data, two identical semi structured interviews were conducted. Senior level students implemented the surveys using a 25 question, one page guide, entitled `Internet Shopping` focussing on customer loyalty to internet sites. One interview was conducted electronically, sent via email with the questions imbedded in the email message, while the other interview was conducted face to face. A total of 24 interviews using each method was used for the results. Response rates, speed, and depth of information were used as comparison factors for the two methods of interviewing. The results showed that online participants were more likely to divulge personal information regarding themselves as well as take more time to answer questions. The analysis and use of the collected online data required less manipulation and processing than the face-to-face interviews. Online participants were able to review their responses, as well as control the amount of time used to answer the questions resulting in further thought and detail used to complete the questionnaire. Online data collection provided for immediate access to usable data for analysis and distribution. The study found that online semi-structured interviews for data collection was a plausible and advantageous alternative to face to face interviews because of time, financial, and participant considerations.

In 1999 an interview-based survey of 18 UK companies from 4 different industry sectors was carried out, the majority of the companies had more than 1000 employees. The individual companies were chosen because they were actively pursuing continuous improvement via self- assessment techniques or by other quality improvement mechanisms. The survey was carried out to try to identify factors that influenced the success of continuous improvement programs. In terms of how companies responded to and understood their customers, findings from the survey showed that in 56% of companies that undertook customer surveys and market research activities, the surveys were conducted by post, telephone, or in person. Only one company from the 18 surveyed used sophisticated software to track and schedule these customer contacts.

In February 1999 a survey to 96 long-term care homes (either for-profit or not-for profit) in the Ontario Central West region of the Ministry of Health Canada was undertaken in order to understand survey implementation. This survey obtained 44 responses making a response rate of 56%. 61% of respondents stated that they conduct customer surveys including all municipal homes, 91% of nursing homes and 66% of charitable homes. Almost all respondents of homes that conducted surveys stated that the executive office of the facility was the catalyst for the survey process and viewed it as an important continuous quality improvement tool. Also, almost all indicated that their surveys were developed in-house by staff with little input by residents. The majority of homes surveyed residents and their families rather than staff or volunteers. The results were communicated to residents, families, staff and their corporate office. 39% of respondents indicated that they did not conduct surveys because they were too expensive to purchase or produce in-house and also the Ministry of Health did not require them.


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