Customer Perception Survey

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executive development - Customer Perception Survey sample report

Customer Perception Survey
&
Report

ABC Steel Ltd
January 2000
The gap analysis charts referred to in the report can be downloaded from the website and you may find it helpful to refer to both documents together.

info@executive-development.co.uk tel/fax 01623 883199 or brent warren mobile 07850 410033 see us on the web at www.executive-deveopment.co.uk © executive development ltd 2002

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executive development - Customer Perception Survey sample report

ABC Steel Ltd – Customer perception Survey
The Survey was completed during December 1999 and the top twenty customers were sampled. Completed surveys were returned by 50% of the respondents, in line with normal parameters for this exercise.

The survey questionnaire was custom designed for the business and probed unique areas of this industry as well as the more normal business and customer care aspects. The questionnaire asks the customer base to consider a number of issues from three different perspectives;



How important are the various aspects of the product or service in relationship to each other.



How good does the customer consider the client to be in the delivery of these products or services.



How good does the customer consider alternative suppliers to be in the delivery of these products or services.

Four key members of ABC STEEL LTD also completed the questionnaire, in order to compare priorities and perceptions internally. Space was provided for the customer base to comment on any other aspects of the product or service that they wished to highlight. Two respondents did so.

It is important to remember that the survey deals in perception and expectation and not in reality. However, it should be noted that customer perception is actually more relevant in terms of action plans and addressing the various issues raised by the survey. The results from the questionnaire are used to produce a series of gap analysis charts for interpretation and recommendations. These show the following; •

The relative importance of various aspects by the customer compared to the perception of the deliverer



The relative strength of the client in delivering these different aspects as compared to the internal perception



The differing opinions on the service delivery by the competition between the customer and the deliverer



Customer scores of importance Vs client strength Vs competitor strength

info@executive-development.co.uk tel/fax 01623 883199 or brent warren mobile 07850 410033 see us on the web at www.executive-deveopment.co.uk © executive development ltd 2002

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executive development - Customer Perception Survey sample report

Analysis and Action Points
Importance to Customer
The most striking thing about the first of the gap analysis charts is that almost every aspect of the product or service delivery is considered to be more important by the customer than by the client.

The only exception to this was item 18 (visits on a regular basis), where both parties scored on the low side.
Three items were scored equally, these being 7 (regular progress reports), 17 (facility to produce sub assys/assys) and 23 (provision of support after project complete). The main conclusion from this is a concern that the client may not appreciate the dramatic increases in customer expectations in the last few years. This has been fuelled to a large degree by improvements in service delivery generally in both the consumer and business environments and may mean that ABC Steel Ltd have stood still for a while rather than seeking to constantly improve. The danger here is that the company is trading on old relationships and may not be able to compete for new customers. The current site conditions may also have a bearing on this issue.

The top six items in order of priority from the viewpoint of the customer base were; 1. 1 (meets delivery dates)
2. 5...
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