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Relationship Surveys

Periodically do a thorough assessment of your customers’ relationship with your entire service to identify where to invest your improvement efforts and dollars.

Periodically reach out to those with an ongoing relationship with you to see how they’re feeling about all aspects of your offering and service. Are they satisfied or likely to churn? Where do they think you’re falling short? Has that one recent bad experience colored their thinking, or did they shrug it off? 

Focus on key touchpoints identified during blueprinting since one sure way to undermine your customer’s satisfaction is to bombard them with an overly long survey on a regular basis.   

Relationship Surveys allow you to: 

  • Identify broad areas of interaction that need improvement 
  • Track impact of in-market improvement initiatives 
  • Understand the touchpoints that leave no footprint so can’t trigger post-transaction surveys 
  • Predict who is likely to churn 

Approaches

  • Quantitative Survey (brand level)

    Build a thorough yet efficient survey based on blueprinting learnings about what matters. Deploy it among your own customers and append relevant first party metrics for understanding causes and outcomes.

  • Derived Importance

    Model relationships between satisfaction and performance in areas of your business. Link to passively captured operational data (e.g., hold times) to generate objective behavioral benchmarks you can monitor.

  • Survival (Churn) Modeling

    Seek signs in your CRM data that a customer is unhappy or likely to churn so you can build systems of outreach to additional customers sharing similar experiences.

  • Financial Linkage Modeling

    Prove that satisfaction matters and is worth investing in by statistically relating customer satisfaction survey metrics to current and future financial value of individual customers or performance of individual outlets.

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