1. Marketing Research & Social Communication Lesson 9
Customer Satisfaction Ray Poynter 1Ray Poynter, Marketing Research
& Social Communication, 2015
2. Agenda 1. Updates and last weeks homework 2. Why do brands
conduct customer satisfaction research? 3. A typical customer
satisfaction study 4. Further topics 5. Big Picture 6. Quiz and
assignment for next week Ray Poynter, Marketing Research &
Social Communication, 2015 2
3. Updates http://newmr.org/saitama-2015/ Previous Quizzes all
previous quizzes, i.e. Lesson 3 onwards, now on the website Review
of last weeks quiz Ray Poynter, Marketing Research & Social
Communication, 2015 3
4. Homework Feedback Information you have found out about the
Japanese Kombini market (Convenience Stores in English outside of
Japan) Ray Poynter, Marketing Research & Social Communication,
2015 4
5. Key Words Customer Satisfaction: The study of what customers
think about a service or product and the impact that has on the
business Brand Equity: A measure of how much people like a brand
NPS: Net Promoter Score, one method of measuring satisfaction and
brand equity B2B: Business to Business, research where the
participants represent organizations Research participants: We used
to call these respondents, e.g. people who fill in surveys or take
part in focus groups Ray Poynter, Marketing Research & Social
Communication, 2015 5
6. Why do brands conduct customer satisfaction research? Belief
that satisfied customers are good for business Belief that
dissatisfied customers are bad for business Key factors/beliefs
Customers have choices Acquiring new customers costs more than
retaining an existing customer Satisfaction makes re-purchase more
likely and leads to positive word of mouth (WOM) Dissatisfaction
discourages repurchase and leads to negative word of mouth (WOM)
Customers can tell you useful things about your own products or
services, including how to improve them and how to meet unmet
needs. Involving customers in evaluating the brand makes them more
engaged, which can help build brand loyalty/engagement/affinity Ray
Poynter, Marketing Research & Social Communication, 2015 6
7. Maritz Customer Satisfaction Ray Poynter, Marketing Research
& Social Communication, 2015 7
8. Types of Customer Satisfaction Research Most Customer
Research is quant Surveys (most common tool) Social media research
Mystery shopping (sometimes qual) Qual mostly used to explore
issues Ray Poynter, Marketing Research & Social Communication,
2015 8
9. Typical Customer Satisfaction Survey 1. Screener and Quota
questions Are we talking to the right people? 2. Overall
satisfaction Followed by Reasons 3. Services/features used 4.
Satisfaction with services/features Reasons 5. Demographics B2B,
firmographics or corpographics 6. Final questions e.g. comments on
survey Ray Poynter, Marketing Research & Social Communication,
2015 9
10. A hypothetical satisfaction study for McDonalds Screener
Questions Must not work in fast food sector, especially not for
McDonalds Must be a customer of McDonalds Must be aged 18 to 65,
for this study Quota Questions 50% male, 50% female 30% visit
McDonalds once a month 30% once a week 40% visit McDonalds more
than once a week 40% 18 to 25 years old 30% 26 to 35 years old 30%
36 to 65 years Ray Poynter, Marketing Research & Social
Communication, 2015 10
11. A satisfaction study for McDonalds Screener Questions Do
you work in any of the following areas? Health services Financial
services Market research [Close] Restaurants or fast food outlets
[Close] Sports and entertainment None of these Ray Poynter,
Marketing Research & Social Communication, 2015 11
12. A satisfaction study for McDonalds Quota/Screener Questions
How old are you? Under 18 years [Close] 18 to 25 years [Check
Quota] 26 to 35 years [Check Quota] 36 to 45 years [Check Quota] 46
to 55 years [Check Quota] 56 to 65 years [Check Quota] Over 65
years [Close] Ray Poynter, Marketing Research & Social
Communication, 2015 12
13. A satisfaction study for McDonalds Quota/Screener Questions
How often do you visit a McDonalds? More than once a week [Check
Quota] About once a week [Check Quota] At least once a month [Check
Quota] Less than once a month [Close] Never [Close] Ray Poynter,
Marketing Research & Social Communication, 2015 13
14. A satisfaction study for McDonalds Overall Satisfaction In
general, how satisfied are you with McDonalds? 1. Very Dissatisfied
2. Dissatisfied 3. Neither Satisfied nor Dissatisfied 4. Satisfied
5. Very Satisfied Ray Poynter, Marketing Research & Social
Communication, 2015 14
15. A satisfaction study for McDonalds Overall Satisfaction You
said you were [PIPED TEXT] with McDonalds. In you own words can you
tell us why, typing in the box below? Ray Poynter, Marketing
Research & Social Communication, 2015 15 PIPED TEXT is the
option they picked in the previous question, e.g. Very
Satisfied
16. A satisfaction study for McDonalds Services/features used
Which of the following have you done at McDonalds in the last
month? Eat breakfast Eat a burger or hot sandwich Eat fries Eat a
salad Used the toilet Drank a hot drink Drank a cold drink Spoken
with the staff Ray Poynter, Marketing Research & Social
Communication, 2015 16 In the old days we might ask people
questions about every service/feature they had used. Which made a
very long survey. Today, it is more usual to ask about a sub-set,
perhaps 3 services features, often selected via quotas.
17. A satisfaction study for McDonalds Detailed Questions For
example eating breakfast When did you last eat a McDonalds
breakfast? What did you order? Did you eat it at McDonalds or take
it away? How satisfied were you with the service? How satisfied
were you with the food? Would you recommend McDonalds breakfast to
your friends, colleagues, or family? Ray Poynter, Marketing
Research & Social Communication, 2015 17
18. A satisfaction study for McDonalds Demographics For example
Marital status City/Region Other fast food outlets used Employment
TV channels watched Social Media used Ray Poynter, Marketing
Research & Social Communication, 2015 18
19. A satisfaction study for McDonalds Final section Ray
Poynter, Marketing Research & Social Communication, 2015 19
Many thanks for helping us with this survey, your results will help
McDonalds improve its services to its customers. Do you have any
other comments about McDonalds that you would like to share with
them (or comments about this survey)? If so, please type them in
the box below.
20. Car Dealer Example Ray Poynter, Marketing Research &
Social Communication, 2015 20
21. Further Topics More key terms B2B vs B2C Social media
Mystery shopping Qualitative customer satisfaction research Online
communities NPS Driver analysis Ray Poynter, Marketing Research
& Social Communication, 2015 21
22. More Key Terms Churn the percentage of customers who leave
a brand each year. For example 10% of people may change their
telephone provider from one year to another meaning the churn is
10%. Loyalty the degree to which customers stay with a brand.
Loyalty is not easy to define. If you are the only supplier, are
your customers loyal? If you are the cheapest, are your customers
loyal? Lifetime Customer Value assessing a customer in terms of
what they might spend in the future. This increases the value of
the customer and helps justify dealing with their problems.
Advocacy when your customers start persuading other people to start
buying your service or product. WOM Word of Mouth many messages in
society spread from person-to-person, not from brand to people this
is called Word of Mouth. Ray Poynter, Marketing Research &
Social Communication, 2015 22
23. B2B Business to Business (B2C Business to Consumer) Many
customer satisfaction research projects are B2B The customers we
are studying are businesses, e.g. users of: IT services, cleaning
service, office rentals, accountancy services The research
participants are usually talking about their companys experience of
your business Firmographics or Corpograhics Information about the
business, e.g. number of employees, turnover, number of countries
Similar to demographics in consumer research Ray Poynter, Marketing
Research & Social Communication, 2015 23
24. Social Media and Customer Satisfaction Most brands now
listen to social media to help identify problems Some also use it
more formally to calculate customer satisfaction scores Three uses
of social media Dealing with problems, ideally a census Quant
research measuring performance Qual research trying to understand
what is happening Ray Poynter, Marketing Research & Social
Communication, 2015 24
25. Ibis, All Seasons, Novotel, Sofitel . Integration Surveys
and Social Media 4000 Accor Hotels 12000 competitor hotels Global
dashboard 40 country dashboards 4000 hotel dashboards
27. Mystery Shopping Research participants use a service to
secretly check out the quality Ring a help line, check the
procedures and delays Shop in a store, check products, the way
people are served, the way the bag is packed Eat in a restaurant
and score it on speed, cleanliness, quality etc Sometimes quant,
but sometimes simply an investigation Usually uses a systematic
system of scoring performance Ray Poynter, Marketing Research &
Social Communication, 2015 28
28. Qualitative Customer Satisfaction Research Most customer
satisfaction research is focused on measuring, so it is quant Qual
is used for: Exploring problems Exploring solutions In mystery
shopping Ray Poynter, Marketing Research & Social
Communication, 2015 29
29. Online Communities and Customer Satisfaction Ray Poynter,
Marketing Research & Social Communication, 2015 30 Online
Communities 1000s of customers Working with the brand to improve
the brand Quant and Qual Engagement, advocacy, and co-
creation
30. NPS Net Promoter Score A single number Developed by US Fred
Reichheld in 2003 Very popular with some businesses Especially
CEOs, COOs and CFOs Researchers are not convinced that it does what
it claims The claim is that it has a causal link with sales growth
(or profit) but that has not been supported But, important people
like it And it probably is useful, even if it is not the ONE number
you need to know Ray Poynter, Marketing Research & Social
Communication, 2015 31
31. NPS Ray Poynter, Marketing Research & Social
Communication, 2015 32
32. Calculating NPS How likely is it that you would recommend
Lawsons to a friend or colleague? Please use the 0-10 scale where
10 means Extremely Likely and 0 means Extremely Unlikely Calculate
the following percentages 9 or 10 the Promoters 7 or 8 the Neutral
0 to 6 the Detractors NPS = Promoters% - Detractors % NPS can range
from -100 to +100 Ray Poynter, Marketing Research & Social
Communication, 2015 33
33. Driver Analysis For example, for McDonalds estimate the
link between satisfaction with the following elements and future
sales Price The eating area The burgers The chips The drinks The
staff The answers can inform management action and help determine
spending priorities Ray Poynter, Marketing Research & Social
Communication, 2015 34
34. Trends in Customer Satisfaction Research The starting point
is measuring satisfaction via surveys The trends are movement away
from this Social Media Research Online communities Engagement
Advocacy Customer Centricity Ray Poynter, Marketing Research &
Social Communication, 2015 35
35. Customer Centricity Ray Poynter, Marketing Research &
Social Communication, 2015 36
36. Key Words Customer Satisfaction: The study of what
customers think about a service or product and the impact that has
on the business Brand Equity: A measure of how much people like a
brand NPS: Net Promoter Score, one method of measuring satisfaction
and brand equity B2B: Business to Business, research where the
participants represent organizations Research participants: We used
to call these respondents, e.g. people who fill in surveys or take
part in focus groups Ray Poynter, Marketing Research & Social
Communication, 2015 37
37. Big Picture 1. Customer satisfaction research is currently
a large part of many research budgets 2. Customer satisfaction
research is mainly quant and at the moment mostly conducted via
surveys But that is likely to change 3. The aim of companies
conducting customer satisfaction research is to increase growth and
profit by increasing customers satisfaction with the services or
product Ray Poynter, Marketing Research & Social Communication,
2015 38
38. Before Next Lesson Design a study to measure satisfaction
with the Saitama University Cafeteria 1. In groups of 3 or 4 2.
Next week you will describe your design 3. Expect to speak for 5
minutes 4. You can use PowerPoint, Word, write on the board, or
anything else you think will work for you 5. If you are using
something like PowerPoint or Word, bring the file with you on a
data stick or email it to me Ray Poynter, Marketing Research &
Social Communication, 2015 39
39. Questions? Ray Poynter, Marketing Research & Social
Communication, 2015 40
40. Quiz Lesson 9 Ray Poynter, Marketing Research & Social
Communication, 2015 41 Please complete the quiz sheet Put your name
on the sheet
41. Resources and Links Maritz Customer Satisfaction
https://youtu.be/ll3Ri8X1vWA Car Dealership Satisfaction
https://youtu.be/IgW1xRNXlKU So, you want to be customer centric
https://youtu.be/uK4NcMUwCx4 NPS explained
https://youtu.be/ELK_BFa3we8 Ray Poynter, Marketing Research &
Social Communication, 2015 42
