How do we define the research scope?
Step 1. Orientation: in this phase we come together with you and become one team working towards the same purpose.
We start the process by specifying your business objectives in order to provide you with the right approach that is customised to your needs. Together with you we identify the relevant customer base. Who is your customer? Is it the contractor, the architect, the end consumer, or all? Each of these parties will evaluate you from different perspectives, as their experience with your product and organisation is in different phases of the construction cycle. What are their expectations? What data do they already have as input, e.g. from complaints handling, input from sales people.
Do you want to just track your own clients, or do you want to discover your potential customers? If you want to improve customer experience and grow your clientele, it is crucial not only to monitor your existent customers’ opinions on the products and services, but also to monitor the customers of competitors.
In customer satisfaction research, it is important that we are able to establish benchmark data for comparisons and tracking changes. That is why quantitative surveying is required. There are different quantitative methodologies to approach your client: telephone interviews or online survey. Both can have benefits and drawbacks and the decision regarding which method to use is depending on the type of customer satisfaction research as well as on your target groups. For instance, online surveys are well suited for B2C customer satisfaction research, whereas phone interviews are more beneficial for B2B customers. We choose the most efficient method that suits your needs.