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Customer and Employee Surveys

To fully understand your customers' needs, you must gather pertinent data from them and then sort through it to find the keys to building customer loyalty. Good or bad, this feedback—and how you manage it—is a critical component to a successful CEM strategy. Customer and employee surveys form the basic building blocks of your CEM strategy. Done poorly, surveys merely provide lots of data. Done properly, this data is used to produce valuable and actionable information that helps companies develop a successful CEM program.

Omega has many years of experience measuring customer satisfaction, and we are experts in designing, implementing and analyzing the best program to fit your needs.

Omega offers three types of customer surveys: Transaction surveys, Relationship surveys and Key Account interviews. For employees, Omega's Employee Satisfaction and Retention (ESR) surveys provide a comprehensive view of employee satisfaction within your organization, including specific aspects of employee performance, attitude, job satisfaction and loyalty. Any of the surveys can be conducted via the Web, telephone, email, surface mail and face-to-face, or any combination of these tools. Omega can help you select the right survey type and data collection tool to meet your needs.

Customer Surveys

  • Transaction Surveys focus on following up on a recent transaction or service event. Typical events include closed cases for technical support, field service or customer service calls, new product installations and training. Since this report type is incident specific, it can capture and report on information relative to service quality of the customer experience in selected, individual areas of your company's service delivery chain. The primary contact for this survey is the end-user.

  • Relationship Surveys typically focus on your key customers by following up on their recent experiences with the various facets and touch points of your organization; e.g., product, service, company perception, customer loyalty. This survey is the primary tool for communicating with your customers regarding the level of service provided by your organization. In addition to measuring customer satisfaction, this survey can be used to obtain information on other service delivery issues. It also discerns how your customer needs differ from one "type" group to another and may provide an insight into new sales opportunities. The typical contacts for this survey include end-users, middle management and high-level decision makers.

  • Key Account Interviews are focused on increasing customer retention with a special emphasis on key accounts. This methodology identifies those issues that help determine your customers' loyalty strengths versus vulnerability to your organization's products and services. Key Account Interviews uncover issues of cultural, knowledge and process barriers that can prevent you from becoming a customer-centric organization.

A review of your key accounts will reveal that all customers are not created equal—each customer has a unique set of needs to satisfy their business requirements. Identifying customers' critical issues is vital to retention and loyalty. The right strategy can ensure that your key accounts are receiving the service they deserve in conjunction with delivering total customer satisfaction.

Omega will help you develop service offerings to fit key account needs based on interviews with key contacts and decision makers. Our CEM professionals will analyze both quantitative and qualitative measurements to determine the quality of customer services provided. In addition, by correlating results in context with your current service offerings, Omega will help you determine the need for additional service offerings. What's more, analyzing customer intelligence data can help you identify key customers' concerns so you can develop a plan to resolve those issues.

As a result of the interviews and analysis of the data, your organization is able to turn customer metrics information into effective management action. Omega can assist your organization in identifying competitive advantages and deficiencies, and then help you prioritize and target opportunities to enhance customer retention. The typical contacts for this interview include senior-level executives, decision makers and key recommenders for purchasing your products and services.

Employee Surveys

Employee Satisfaction and Retention (ESR) surveys are a crucial tool for listening and communicating with your employees, and demonstrate your organization's commitment to total employee satisfaction. These surveys help establish your company as one that believes employees are its greatest asset. Further, surveys provide the critical information necessary for recommending training and education as well as the opportunity to improve the organizational health of your company.

Hard Results

Information obtained from employee surveys can directly impact your bottom line and create positive employee relations in the following ways:

  • Identify cost-saving opportunities

  • Improve productivity

  • Reduce turnover

  • Strengthen supervision

  • Evaluate customer-service related issues

  • Assess training and/or educational needs

  • Streamline communication

  • Strengthen synergy among inner departments

  • Determine employees' understanding and acceptance of the company mission


Our employee surveys focus on measuring the following key aspects of employee satisfaction:

  • Overall Job Satisfaction

  • Satisfaction with the Work

  • Coworker Performance/Cooperation

  • Pay Satisfaction

  • Benefits Satisfaction

  • Promotions/Career Advancement

  • Supervisory Promotion of Teamwork and Participation

  • Supervisory Instruction/Guidance

  • Communication

  • Human Resources/Personnel Policies

  • Concern for Employees

  • Productivity/Efficiency

  • Training & Development

  • Physical Working Conditions

  • Customer Service

  • Strategy/Mission

In addition to employee surveys, our Management 360-Feedback Program provides services required to obtain feedback on each executive participant for their personal development. Each participant will understand to what extent their leadership style, behavior and work competence is congruent and consistent with your company's core values. The Management 360-Feedback Program includes a unique web-reporting tool to visualize the results in graphics and or within a table format. Omega's ScoreBoardSM Reporting provides a simple, easy-to-read format for viewing areas of relative strengths and weaknesses in employee satisfaction and performance. Below is a sample ScoreBoard report.

CARE Program Chart

In addition, our Electronic Employee Feedback (EEF) Report feature allows you to share your organization's message and vision statements, as well as summarized employee survey results with graphical displays.

Electronic Employee Feedback (EEF) Report Summarized Employee Survey Results

Customer satisfaction and retention is enhanced with loyal employees who have a "customer for life" philosophy. It is critical that your employees feel that they have the necessary knowledge and tools to exceed customer expectations.

Enterprise Feedback Management

Deciphering the data collected through surveys requires a comprehensive strategy—like our CEMDNA Playbook Strategy—which helps companies through the process of data collection, analysis and reporting.

Data Collection

Surveys today are primarily conducted via the web or by telephone, although each method has its pros and cons. Web surveys are very inexpensive to conduct and allow customers to complete the questionnaire at their convenience. On the other hand, business people are bombarded by emails and may overlook the survey invitation. Respondents generally will not endure lengthy web surveys, and tend to keep answers short, which can lead to vague responses. Telephone surveys carry a cost in terms of phone charges and cost of staff or outsourced personnel to place the calls. And many calls result in voice mail, so multiple call attempts are generally required to reach the desired contact. However, the quality of information collected is better than with web surveys because the person asking the questions can probe for more complete responses and clarify answers that may be confusing.

There are two types of data collected through surveys: structured and unstructured. Structured data is numeric data, yes/no and multiple choice questions/answers. Unstructured data is open-ended and verbal comments (verbatims) collected during the survey process. Structured data is easy to collect and record via spreadsheets and database programs. Unstructured data needs to be interpreted manually, although new technology with text mining tools can automate the collection and reporting of verbatims. Open-ended questions (verbatims) are handled more successfully via phone surveys than over the web. For this reason, plus the importance of direct, personal contact, phone surveys are recommended for key accounts.

Whether phone or web surveys are used, it is important to determine if respondents are decision makers, recommenders or influencers, as this can influence your entire CEM strategy.

Survey Methodology & Reporting

Leveraging our vast experience designing and implementing a wide array of customer and employee surveys, Omega has fine-tuned a methodology that has proven to be highly effective in providing our clients with the data they need to impact their CEM strategy:

  • Rating System: Customer Satisfaction – Survey results are presented in two standard measuring methodologies: percent satisfied and weighted average. The purpose of the two rating methodologies is to provide the percent satisfied, which is the traditional method of measuring satisfaction, and the weighted average, which is used to manage the service organization's resources to exceed customer expectations.

  • The Scale – When analyzing survey responses, we use a five (5) point scale to measure satisfaction and importance. Survey respondents are asked to rate their satisfaction with products and services by using a scale of one (1) to five (5), where 1 = Did Not Meet Expectations and 5 = Exceeded Expectations. When rating importance, we use a scale of one (1) to five (5), where 1 = Not Important At All, and 5 = Critical Importance. As our preferred methodology, we have learned that this system provides the easiest and most accurate measure for customer loyalty.


    1. Did Not Meet Expectations
    2. Below Expectations
    3. Met Expectations
    4. Above Expectations
    5. Exceeded Expectations


    1. Not Important At All
    2. Very Little Importance
    3. Somewhat Important
    4. Very Important
    5. Critical Importance

  • Percent Satisfied (Percent) – For each question, the percent satisfied is calculated by summing the respondents for each of the scales that answer five (5), four (4) and three (3) then dividing the answer by the total number of respondents for that question. The percent satisfied is generally used for marketing purposes when speaking to the "outside world," including your customers and prospects.

  • ScoreBoard Index (SBI) – For each question, the weighted average is determined by multiplying the number of respondents in each of the scales by the value of each scale (5-1), summing the results and dividing by the total number of respondents for that question. This number is a more accurate measurement of customer loyalty and should be used to run your business and drive business processes.

  • The Difference (Percent vs. SBI) – As stated above, percent satisfied should be used to speak to the "outside world," your customers and prospects and the weighted average should be used by your organization internally to run your business. In a hypothetical example, you could achieve 100% satisfaction by all respondents rating you as a three (3), which will not give you a clear understanding of their loyalty. Although 100% looks like an outstanding score, your weighted average is only a 3.0 out of a 5.0.

    In order to achieve customer loyalty and build customers for life, you must consistently score a weighted average of 4.0 or above. Omega calls this the "Loyalty Zone," since scores in this range show a company has locked in profitable, long-term customer satisfaction and loyalty.

  • Customer Satisfaction Index (CSI) – This is an overall score for an entire category (such as telephone support). It is a roll-up, or average of the scores, for all questions per category. Companies often use the CSI as the basis for employee recognition and rewards under their CEM strategy program. For example, your contact center staff may need to achieve a CSI metric of 95% in order to receive a group reward or bonus.

  • Delta Analysis – We ask your customers what customer service issues are most important to them, and then ask how they rate the quality of service in each area. This process, also known as gap analysis, is critical to your operations because it identifies areas where you may be over investing as well as areas of potential competitive vulnerability. For example, let's say customers rank documentation as not very important, but they rate the quality of your documentation as outstanding—in fact, exceeding their expectations. If that trend is consistent among customer responses, we would say that you're over investing in this area, and recommend you reallocate your resources.

  • Trend Analysis – This analysis illustrates a side-by-side comparison of the current year's customer satisfaction vs. prior year scores. The analysis highlights individual touchpoint attributes, as well as the overall touchpoint category. The data compared includes the same time frames measured prior year vs. current year to precisely illustrate trend results.

ScoreBoardSM Reports

Omega's reports—known as ScoreBoard Reports—are generated through an online Enterprise Feedback Management (EFM) reporting tool in which all survey data (web and telephone) is entered—providing fast, real-time access to our client's customer satisfaction data.

Through EFM Reporting, our clients receive the exact information they need to fully understand their customers and take action where needed. The following is a list of some of the top reporting features that provide this crucial data:

(Hover over each feature for more info)

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