Customer satisfaction and brand performance

1. Organisations succeed or fail as much through the perceptions of their performance as through the realities of their achievements Or, putting it another way….

2. … are you sailing your ship without looking where you are going?

4. Self assessment survey Our website is really working well for us Our promotional events are always a great success Our corporate culture couldn't be better Our advertising expenditure gets best results Our suppliers give us the best possible service Our staff are happy, well motivated and working effectively Our products and services are superior to our competitors Our customers are our best advocates We sell the products and services they need We give our customers good service Wish it were True Not Certain if it is True Know it’s True If you can honestly tick all the boxes in the first column, you don’t need our help!

7. Defining your Brand How the staff promote your Brand What the Brand should be What your Brand really is! How customers perceive your Brand Training Promotion ? How do you know what your Brand really is?

8. Measuring your Brand How the staff promote your Brand What the Brand should be What your Brand really is! How customers perceive your Brand Training Use surveys to measure and record Promotion Attitudes, satisfaction and training needs Product performance, service delivery and satisfaction

12. How to GUARANTEE Customer Satisfaction Identify needs through effective marketing Produce the right products & services Establish values in line with customers’ expectations Communicate these values to your staff Monitor staff performance Reward staff for good performance Keep going Success! Start

15. The Survey Process Build questionnaire Produce Survey Specification Pilot test the survey Update Specification Launch live survey Monitor Results online Export data Repeat at appropriate intervals Interpret results, create perfor- mance indicators Take actions Produce Reports

24. Kent Union First Screen

25. Creating a questionnaire Here you can see a simple example of the use of filters to take respondents to questions that are appropriate to previous responses. This is the author’s screen – the filters are transparent to the respondents. What the respondents see is shown on the next slide.

26. Kent Union 2 nd Screen

27. Viewing the results online

28. Charts ‘on the fly’

29. Cross-tabs ‘on the fly’

30. Filter responses ‘on the fly’ This profile says: Select all undergraduates up to the age of 25 but exclude those that live on campus

31. Export to Excel or SPSS

36. Feedback Steph Bowen, Marketing Manager, Kent Union, University of Kent At Kent Union we have been working with Hedley Basford of Survey Innovation Ltd to develop online Student Satisfaction Surveys. The software has given us a foolproof way of developing questionnaires which has allowed us to find out more about our Students and our service provision than has ever been possible before. The support and guidance provided by Hedley has been invaluable in helping us to get the best from the system and I would be happy to recommend Survey Innovation to anyone looking to develop their online research capabilities. This system has made Marketing Research a pleasure to do!