How to Manage Consumer Satisfaction Marketing
Consumer satisfaction marketing involves measuring customers' opinions and experiences through a variety of means, such as direct-mailing programs and even email marketing. Companies of all sizes use this information to improve customer service levels and make changes based upon what customers want. Customer satisfaction marketing research is vital to the life of a company since the cost of acquiring a new customer usually exceeds that of retaining existing ones in most businesses.
Other People Are Reading
Instructions
-
-
1
Write down goals for your consumer satisfaction marketing. Decide if you want your marketing to be more transaction-based or relationship-based. Businesses that want to improve sales representative performance may conduct transaction-based research. Companies concerned about competitive issues like pricing and general service conduct relationship-based marketing research.
-
2
Develop consumer satisfaction surveys that target each customer group and include relevant questions. For example, surveys targeted to new customers include questions about how those new customers found you, who else they considered, and the customer's initial level of satisfaction.
-
-
3
Set up or outsource to a small-to-medium-sized call center consumer satisfaction work. Have your call center agents make outbound calls to existing customers and ask questions based on the satisfaction surveys you created. Train the agents to record the information into a software program so the data can easily be sorted, filtered and reviewed.
-
4
Create a direct-mailing program so you can mail paper surveys to customers. Make sure the survey is anonymous and does not require the customer to include his name, telephone number or address unless he wants to be contacted. Include a self-addressed return envelope to increase the number of completed surveys you get back.
-
5
Create a baseline system for your data so you can measure the information gained from your efforts. Gather the data from your direct-mail, call center and survey research. Input the data into a software program that utilizes charts and graphs such as Microsoft Excel or a customer relationship management (CRM) program such as Oracle CRM. Separate the data based on the categories of consumer satisfaction (e.g., pricing, sales representative attitude and quality of product) and the weeks and/or months in which survey data has been gathered.
-
6
Monitor your consumer satisfaction surveys on a monthly basis. Review the aspects of your business that both have and have not made improvements. Maintain your consumer satisfaction marketing programs so you can continually collect data and measure company performance. Revise your marketing research surveys to reflect changes made to how employees interact with customers, improvements in product quality and other changes specifically made to improve the business-customer relationship.
-
1
