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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.
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 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.
Information obtained from employee surveys can directly impact your bottom line and create positive employee relations in the following ways:
Our employee surveys focus on measuring the following key aspects of employee satisfaction:
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.
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.
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.
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:
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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