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A presentation given to Norwich Business Club on 4th October 2011 for National Customer Service Week. Introduction by Richard Kerrison, Presentation by Jenny Wilding of Research Plus+, Allison Maltby of Kinesiology4health and Jason Dagless of Norfolk IT Services.
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How do you listen to your customers / clients?
Jenny Wilding, Allison Maltby and
Jason Dagless
4th October 2011
Research Plus+ Helping you listen to your customers
Overview Some key findings from the survey “Do you listen to
your customers?”.Jason’s experience of listening to his customers.Allison’s experiences of listening to her clients.Some final thoughts.
Research Plus+
Survey: “Do You Listen to Your Customers?”
First week in October is National Customer Service week.
We carried out an on-line survey in summer 2010 asking businesses whether they listen to their customers and if so how.
The survey was a way for us to find out more about our potential customers and their needs.
Half day event on customer service in October 2010.
Research Plus+
Who took part in the survey?A total of 167 responses. Many small businesses,
including sole traders and partnerships (44%). Wide range of products and services. Both business to business (B2B) and business to
customer (B2C).84% had taken action to listen to their customers
in the previous 12 months.52% had a formal system to find out the views of
their customers.10% had help from an independent organisation.
Research Plus+
Methods used to find out their customers’ views
9% 7% 6% 5%
56%
86%
13%19%22%23%
0%
20%
40%
60%
80%
100%
Speak to them inform
ally
Feedback form
s
Email surve
y
Face to face interviews
On-line su
rvey
Telephone surve
y
Focus groups
Mystery shopping
Postal su
rvey
Other
Reasons for not listening to their customers
13% 13%
38%
46%
13%17%
33%33%
0%
20%
40%
60%
Not got round to it
Do it inform
ally anyway
Customers let us know if n
ot happy
Too busy
Have not really thought a
bout it
Undergoing major c
hanges
Do not have the sk
ills to do it
Not sure if w
e want to kn
ow what they think
A Round Tuit
Reasons for not listening to their customers
13% 13%
38%
46%
13%17%
33%33%
0%
20%
40%
60%
Not got round to it
Do it inform
ally anyway
Customers let us know if n
ot happy
Too busy
Have not really thought a
bout it
Undergoing major c
hanges
Do not have the sk
ills to do it
Not sure if w
e want to kn
ow what they think
Changes made leading to improvements in:
64% 62%
52%
83%83%
66%72%74%
77%
0%
20%
40%
60%
80%
100%
Customer s
atisfactio
n
The way you operate
Referrals fro
m customers
Customer re
tention
Staff morale
Public profile
/ PR
Amount sold to each cu
stomer
Staff effic
iencyProfits
Summary of the survey Most businesses are listening to their customers.Use a wide range of methods to do this.Most are not currently using a professional research
company to assist them, but a third think this is the best way to find out.
85% made changes after listening to their customers. Most said that the changes had a positive impact on their customer service and other aspects of their business.
Just over half reported improved profits.
Research Plus+
Listening options Four levels of listening:
Maintain records on your customers.Re-active listening: wait until customers complain
before you listen.Partially pro-active: provide opportunities for
customers to provide feedback if they wish (feedback forms available etc).
Fully pro-active: actively seek customers’ views on a regular basis. Using systems that are suitable to your business and convenient for your customers.
Use the information to make changes to improve your business and profits.
Research Plus+
Jason’s experiencesOn-line survey.Impartial external expertise to develop / run the
survey.Do not be afraid to ask – silence is deafening.Confirmation you are on the right track.Information for continuous improvement.
Research Plus+
Allison’s experiencesEmail and postal survey.Refined previous questionnaire.Improvements in client comfort.Confirmation of excellent customer service.Feedback on website.New testimonials for website / leaflets.Improved client database.
Research Plus+
Benefits of listening to your customers
Shows your customers that you value them.Reminds them that you exist.Gain confirmation of what you are doing right.Find out what needs to be changed.Opportunity to increase your profits.Obtain new testimonials for marketing. Renewed confidence to move forward in your
business.
Research Plus+
Thank you for listening
Jenny Wilding and Mark Bartonwww.research-plus.co.uk
Allison Maltbywww.kinesiology4health.co.uk
Jason Dagless www.norfolkitservices.co.uk
Email us for a copy of the full presentation on the 2010 survey: info@research-plus.co.uk
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