GROUNDWORK FOR EFFECTIVE USE OF CRM:

Customer Relationship Survey Design:

The amount of work it takes to design and develop an effective survey is often an inhibiting factor that prevents many organizations from more aggressively finding out what exactly their customers are thinking.

Graphical design tools:

Sophisticated surveys are used by dragging and dropping elements in place. Questions include multiple choice, numerical scale and unstructured text.

Branching logic:

Surveys designed and executed can incorporate branching logic to dynamically present customers with different questions in real-time, based on their answers to previous questions.

Customer satisfaction Survey Design:

A customized CRM Customer Satisfaction Survey is designed for the organization or taking an existing survey and altering it to be administered via the Internet, telephone, fax or newspaper. All customer satisfaction survey instruments reviewed to assure validity, reliability and bias reduction. Relevant survey instruments should be composed that will yield sound and valid conclusions while achieving the maximum survey response rate possible.

Customer Satisfaction Surveys should cover nearly every facet of customer satisfaction including:

• Overall satisfaction
• Product –level satisfaction
• Importance Vs Satisfaction
• Timeliness of delivery
• Customer service process satisfaction
• Returns and Exchange process satisfaction
• Interest in new potential products and services.

For online CRM customer satisfaction surveys, send a personalized email invitation to each customer with simple directions explaining how to access and complete the survey

The organization should offer a number of unique services designed to help the clients achieve maximum survey response rate possible including personalizes email reminders to incomplete respondents.

Customer Loyalty Survey:

A Customer loyalty survey is ultimately a reflection of the company’s desire for customer feedback, as well as an expression of the organization to potential respondents. As such, whether one is starting from scratch or modifying an existing survey instrument, there are some key areas of consideration that should be taken into account. First, start with the overview of the content areas of the typical loyalty survey:

• Overall perception of quality ,cost and value
• Measurement of how customers perceive our corporate image
• Detailed questions about the areas where customers interact with you on day-to-day basis.

Gaining Higher Customer Survey Co-operation:

The following are the steps for higher customer survey participations-

1. Communicating the purpose by explaining what the survey means to maintain business relationship

2. Asking personal permission to participate in the survey

3. Reminding the customers tactfully

4. Sharing the findings-In some cases, consider an immediate gift of small value, and/or the chance to win a larger prize by entry to a draw. Online services are increasingly being used in the distribution of such incentives such as coupons.