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Customer satisfaction surveys
A “customer satisfaction survey” is a quantitative investigation into the
degree to which customers are satisfied with a product or service.
Customer satisfaction surveys can be used in strategies for subsequent
business deployment and product development.
Survey methods may involve filling out questionnaire survey forms or interviews and discussions, etc.
Features
Questionnaire survey
This method makes it possible to collect many replies, and
analyze the trends and needs of the entire market.
Interview/discussion
This method makes it possible to obtain specific and honest
replies, and analyze the values and needs of individuals.
Customer satisfaction is generally surveyed using the following procedure.
Determine the survey method
Create questionnaire survey forms or interview items
Conduct survey
Tally and analyze survey results
“One-to-one marketing” is an approach
that addresses individual customer
needs separately, rather than targeting
the market as a group.
Reference
Target Marketing
“Target marketing” is an approach that
involves conducting strategic marketing
activities by narrowing down the target
to a particular small customer segment.
Activities are carried out after narrowing
the customer segment down to a certain degree. For example, conducting
marketing activities aimed at a wealthy
segment living in luxury apartments.
Reference
Customer Loyalty
“Customer loyalty” is a customer’s trust
in or affinity towards a product or service. In other words, it is the state of
mind in which a customer who has
shopped at a certain store feels compelled to shop at the same store again
the next time. When a customer has
strong loyalty toward a product, it tends
to lead to behavior that is favorable for
the corporation such as repeat purchases and spreading praise about the
product through word-of-mouth.
Business strategy
Determine the product or service to be surveyed
One-to-One Marketing
Chapter 2
Survey methods
Reference
2-1-3 Business strategy and goal/evaluation
When planning a business strategy, it is important to analyze information
and utilize it to establish goals and conduct evaluations. The typical techniques for analyzing information are summarized below.
1
BSC (Balanced Score Card)
“BSC” is a technique for evaluating performance in a balanced way by
clarifying a corporation’s goals and strategies and evaluating not only performance expressed numerically, but also operations from various viewpoints. BSC is used as a method for planning, executing, and managing
business strategies.
Reference
BSC
“BSC” is a performance evaluation system developed by Harvard Business
School professor, Robert S. Kaplan,
and strategy consulting company president, David P. Norton.
Abbreviation for “Balanced Score Card.”
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