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The Benefits of Customer Satisfaction Measurement
Quality System
Customer Satisfaction
Dissiminate to Stakeholder Network
Root Cause Analysis & Segmentation
Free Research Advice Depending on the nature of your business or industry, some research and customer satisfaction survey types are better employed than others. Below you will find a list of survey types divided up by business type: Consumer or Business-to-Business with links to descriptions of the individual survey methodologies. If you would like further information about monitoring customer satisfaction or about the survey methodologies, please click here to contact an MMSI consultant, who will be able to assist with your enquiry. Click on the survey types below to see a brief description.
On-line Survey On-line surveying is a cost-effective way of conducting quantitative research with many benefits. Respondents are invited to complete a pop-up survey or an e-mail with questions embedded in the message body. This E-mail contains an embedded and secure link to a survey to be completed on the web. Surveys can embody hidden questions, which contain reference data, e.g. name, e-mail address, demographic profile, what products they have bought or what services they have used. Web research can contain visual images as well as normal text questions, allowing the medium to be successfully used as a branding tool and facilitate a wide range of surveys from customer satisfaction to concept testing. MMSI can provide the latest in E-mail and Online-based research. Responses feed into our Dynamic Reporting mechanism, allowing clients to data mine in real-time. Telephone Survey Telephone surveying is frequently used for conducting quantitative research and is particularly efficient when feeding into a reporting system such as Dynamic Reporting. Great care must be taken when conducting telephone surveys as questions must not deviate from one interview to another and answers must be recorded accurately. It is advisable to use only specially trained interviewers and to record the conversations if the interviewees give their consent. Interviews are made available through Dynamic Reporting. MMSI boasts a specialist telephone-based research centre at its headquarters in Glasgow, Scotland. Its team of international researchers have capabilities in 24 languages and research is carried out in respondents' native tongue. Specialists are fully trained in accordance with MRQSA and BS EN ISO 9001. When given permission by respondents interviews are audio recorded with the opportunity of developing a quantitative study into an in-depth qualitative interview. Unlike traditional methods of telephone research MMSI’s approach means that stakeholders can interpret and validate customer responses and understand underlying motivations. The use of audio files, with the aid of verbal cues such as intonation, ensures that the research gathered is irrefutable and most importantly, actionable. Postal & Fax Survey These methods, although less frequently used than others, can provide an ideal medium to reach respondents who are less often available on the telephone or do not have access to modern technologies such as E-mail and the Internet. MMSI have the facilities to provide the more traditional methods of both Postal and fax research. One-to-One Interview & Voice of the Customer Voice of the Customer is a research methodology, which examines the opinions of key customers, using a selection of methodologies most appropriate to the customer group. Depending on the customers involved a typical implementation would involve either One-to-One Interviews or Focus Group type interviews. The interviews are filmed or audio recorded and the results are disseminated on the web. Like all of our research services, interviews can be conducted globally with all responses translated into English. The key to the Voice of the Customer research is extracting actionable data that can bring about real service improvement and greater internal understanding of customer needs and issues. Each web client website is tailored to the customers needs and hosted on our secure networks. In all forms of research MMSI continue to break the Status Quo and stretch the boundaries of tradition. One-to-one interviews, conducted only by senior researchers and consultants, allow for complex, sensitive or highly confidential issues to be explored in-depth. To gain the most from this research MMSI strongly recommend that interviews are filmed to provide highly visible, easy to understand research results that are irrefutable and of very high impact. Edited videos can be produced to highlight, educate and communicate key findings of the research, identify issues or investigate known problem areas. Focus Groups Similarly to on-to-one interviews, focus groups are recorded using small, non-intrusive video cameras capturing the body language as well as the spoken word. Videos can then be edited to highlight the views of the different groups and individuals, as well as key focus areas. To gain maximum impact and return on investment it is essential to take account of verbal and non verbal cues which can not be accomplished through moderator notes and debriefing. Video interviews allow stakeholders to take account of verbal cues such as intonation, pitch and interest, and non-verbal cues such as gesticulation and facial expression. Blind Testing & Mystery Shopping Mystery Shopping involves a researcher posing as a potential or existing customer in order to test the efficiency and derive an overview of how effectively the client organisation deals with customer enquiries. MMSI also have the facilities to carry out blind testing, or "out of the box" research, where a researcher with no prior knowledge of your product is filmed while unwrapping and assembling a product. The latter is particularly good for testing the ease of assembling and usage of products prior to launch. Street Survey This type of survey is similar to the one-to-one survey, but is however conducted on the street or in specific locations, something which is determined by the objectives of the survey. Street surveys are often conducted as part of a promotional campaign for a new consumer product. Observational Research Observational research is the process of recognising and recording the behaviour of people, objects and events. The advantage of observational research is that it does not require the respondent's willingness to take part. Thus the research can take place within in your own or a competitor's premises. This type of research is used for recording such things as customers' buying habits, reaction to advertising, pricing and product availability. In practise, observational research is always used in conjunction with other research techniques.
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