Through every economic and business cycle, customer satisfaction is important because it leads to customer retention. At SMS, we recognized the importance of this field of research decades ago. We also recognized that it is not sufficient to simply measure satisfaction – we need to also develop actionable tools for improving customer satisfaction.
The standard objectives of a customer satisfaction survey are:
SMS has developed superior survey instruments and approaches to gathering such data. Our mode of data collection includes surveys by telephone, mail, the Web, cell phones, and hand-held self-administered computers.
Analysis is important in all research work, but the analysis approach is even more important in satisfaction research. Most analysis of customer satisfaction is limited to satisfaction scores. As an example, the following chart demonstrates the percentage of the population very satisfied with specific attributes:
However, SMS takes satisfaction scores and develops satisfaction drivers. The analysis plan includes:
SMS did a great job in leading Hawai‘i Tourism Authority’s evaluation development process…including identifying input, output and outcome measures to track progress toward HTA’s strategic goals. SMS also provided steps to guide us in integrating the evaluation process into our overall operations and planning. Our staff was actively engaged in the process and tracking the measures will ensure a focus on driving towards outcomes.
— Leslie Dance, former VP Marketing
Hawai‘i Tourism Authority