|
Many companies prefer to use mail for customer
satisfaction surveys. The chief advantage of surveying by mail is that it is
less costly than use of telephone methodology. However, mail surveying often
brings low response rates and lack of depth in findings.
We include excerpts from a sample in-depth
mail survey to illustrate how CSSL designs questions.
We also include an example of another approach
to surveying customers by mail. That involves no use of complicated questions,
such as rankings on scales of 1-5, and simply giving customers a list of key
business activities and a place to respond.
 Example
1: A conventional in-depth mail survey.
Please answer the following questions concerning
Company X services to your facility:
Please rate Company X performance in these
areas…
Poor Average Excellent
Function 1 1 2 3 4 5
Function 2 1 2 3 4 5
Function 3 1 2 3 4 5
Do Company X sales personnel thoroughly
explain all services?
(circle one) Yes No Don’t Know
Are you aware that Company X provides extended
warranties?
(circle one)
Yes No Don’t Know
Please rate these products offered by Company
X:
Poor Average Excellent
Product 1 1 2 3 4 5
Product 2 1 2 3 4 5
Product 3 1 2 3 4 5
Please rate Company X in terms of…
Poor
Average Excellent
Cust. service 1 2 3 4 5
Tech. service 1 2 3 4 5
Sales presentat. 1 2 3 4 5
Responsiveness 1 2 3 4 5
What do you see as Company X's main strengths
and weaknesses?
______________________________
______________________________
______________________________
______________________________
What are your improvement suggestions for
Company X?
_____________________________
_____________________________
_____________________________
_____________________________
Example
2: A simple or "bare bones" mail survey.
Tell Us What You Think
In our ongoing efforts to provide high quality
products and services to meet your needs, we would like to ask for your help.
We have designed a customer survey touching on many aspects of our products and
services.
Please take a few minutes to complete this
questionnaire and return it to us in the envelope provided or by fax.
Thank you in advance, and remember...your
opinion counts!
For each topic, please circle "Excellent" or
"Needs Improvement" and give us your comments:
Product Quality:
Excellent
Needs Improvement
_________________________
_________________________
_________________________
Services:
Excellent
Needs Improvement
________________________
________________________
________________________
Customer Support:
Excellent
Needs Improvement
_________________________
_________________________
_________________________
Order Fulfillment:
Excellent
Needs Improvement
_________________________
_________________________
_________________________
Billing:
Excellent
Needs Improvement
_________________________
_________________________
_________________________
Communications:
Excellent
Needs Improvement
_________________________
_________________________
_________________________
Personnel:
Excellent
Needs Improvement
________________________
________________________
________________________
|
