Frequently Asked Questions
The Customer Satisfaction Questionnaire (CSQ) invariably proves itself to be the best source of insight for any business. If viewed in isolation as just a scoring system, so many hidden benefits are potentially missed. These FAQs will address how a CSQ service and subsequent information flow delivers invaluable return on investment when using Consumerdata.
Is Consumerdata an independent company?
Yes, completely independent. Both in ownership and in the way that we work for our clients. Our history is based on more than 25 years working in the travel, tourism and leisure sectors, having processed more than 40 million CSQs. We work with robust processes to maintain data integrity and confidentiality for all our clients.
Online or hard copy surveys?
We handle all survey types. Our online surveys can be completed on a laptop, on a smart phone, on a tablet, whereas a hard copy survey is completed manually. We work with clients to ensure their customers are offered the right survey.
Which methodology is best?
Whichever gets the customer at the “best point of customer experience” and encourages them to complete the survey. We try not to differentiate between online and paper, but response levels do vary, very often dramatically. We often recommend running surveys in parallel, to establish which is best for the business, then sticking to the method that works best. Maximising both quantity and quality is the target, with paper consistently yielding better returns.
How do you compare to Feefo and ReeVoo?
We work with clients to achieve the highest returns of customer satisfaction surveys, in terms of both quantity and quality. The independent scores that we publish for our clients are based on much larger sample sets which are independent and statistically robust.
Why carry out a customer satisfaction programme?
- To be able to monitor all aspects of a business
- To be able to benchmark all suppliers
- To be able to assess and reward staff performance
- To enable information flow of customers’ views within an organisation
- To be able to react quickly to problems like Health & Safety issues before they get out of control
- To be able to adapt to customers’ ever-changing wants and needs and to be able to adapt marketing accordingly
- And that’s just a handful of the many great reasons.
Would you incentivise survey completion?
The information on a survey form is often used to market repeat business to your direct customers. The cost of retaining an existing customer always compares favourably to the cost of acquisition of a new customer. So if incentivisation produces valuable information and results, then why not?
Which is the best department in a business to handle the CSQ programme?
The answer depends on the size of your company and its structure. Often it is the Customer Care department, sometimes Operations, sometimes Marketing. If alerts to the Health & Safety department don’t get through to the right person and acted upon quickly, or if the legal department cannot challenge spurious claims, then the information flow needs addressing. Every part of a company may need access to the information, and usually do.
How long should it take to complete a survey?
In fairness to the customer, no more that 3 to 5 minutes. So keeping the questions well themed, but at the same time asking for relevant comments and suggestions is the basis of a successful survey.
How quickly can Consumerdata process hard copy surveys and return information to clients?
Much depends on the method of return of CSQs, but in general, all data is captured in less than 3 working days. We have some clients who request and get daily data feeds and reports, some have data returned on a weekly or monthly basis. Anything slower than that usually fails to address any highlighted urgent issues, so the same problem is then experienced by the next customer.
What is the best way of getting surveys back to Consumerdata for processing?
In the example of a coach tour, an envelope of CSQs can be posted on return to base; alternatively a batch of envelopes from numerous tours can be boxed and sent once a week. Ski resorts, package holidays and cruise CSQs are often collected on site, then scanned and sent to Consumerdata via the internet. Online surveys when completed are posted to our servers, but the opportunity to complete such surveys normally does not arise until after the customer has returned home, and then it may be several days or weeks before the survey is completed.
How does Consumerdata handle return surveys?
The overall accuracy of data when captured is critically important. Inaccurate data is of little value, hence Consumerdata’s capture systems have many built-in checks. Postal addresses are checked against the PAF file, and accommodation is checked against a look-up table. Best of all, matching data to the client’s booking system achieves the highest accuracy, and can often find and allow correction to problems, e.g. names misspelt, email addresses incorrect, etc.
How do you design a survey?
Experience has taught us and our clients the questions that need to be asked. We even have standard questionnaires for specific sectors which yield a check-list of prompts. But the final design is always the client’s decision.
What reports can you provide?
Reports come in many formats, Excel spreadsheets, Tableau graphics, action emails to departments (e.g. warnings to Health & Safety), and online reporting on our servers which allows drill-down into the data sets.
Can you help us use the insight in our business?
Yes, specifically when understanding of the customer’s profile can be used to target future business promotion. Our understanding of the holidaymaker has been built up from handling some 40 million surveys over the last 25 years, both at home and abroad.
We already have a questionnaire - Would you look at it?
Of course. There is no point in re-inventing the wheel, and our input is always constructive; an independent outsider often finds areas where change will be for the better; we often spot problems with future Data compliance.
How long do you keep copies of questionnaires?
We retain the images of our clients CSQs for as long as is needed by our clients. Legal departments often refer back to what a customer wrote on a CSQ 3 or 4 years after the event. Data subject access is normally limited to 6 years. There is a small charge for the archiving service in the event of a client leaving us.
Can you advise on Data Protection issues?
Yes, and we often do. We are fully conversant with the General Data Protection Regulations (GDPR) coming into full force in April 2018, and ensuring full compliance in the gathering and use of data for multi-channel marketing is an area where we seek to protect our clients’ best interest.
How do you work with your client customers?
We usually have a weekly call with our clients to discuss and resolve any issues. We use Skype as the normal method for video conferencing.