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:
"YMCA of Honolulu is grateful to the SMS team for its outstanding work in helping us better understand the communities we serve and with our strategic planning. It is a pleasure to work with their knowledgeable staff."
— Larry H. Bush, President & CEO
YMCA of Honolulu