Research has traditionally been a one-sided endeavour. An organization decides to find out information on a particular product/service. They either perform this function internally or hire a research firm.
But times are changing. Organizations are now realizing that they need to identify what their customers want and how their employees view their role in the organization. This represents a major shift in the way we do business. Click here! The most acceptable method of obtaining this information is to perform a customer survey or, in the case of identity how motivated your staff is, an employee survey.
At this stage organizations approach their traditional suppliers – internal or external and give them the responsibility of conducting the research. Because time is at a premium and the organizations executives recognize the importance of having a third party perspective and leave the details to the experts.
Again, times are changing. Executives are recognizing the importance of survey – to identify solutions within their organizations. They understand the need to actively participate in the development of these surveys, prior to passing them on to their survey suppliers.
Here are some Issues to consider:
Before doing a full-scale research project, do a test or overview customer survey, to identify the key issues that should be addressed. You can’t fix everything at once, so zero in on what’s most important.
- A third party or independent supplier offers your customers and staff a confidential way to voice their real views and opinions. Don’t waste time on what are not real issues.
- Training has traditionally been broken down by subject matter – i.e. time management, motivational seminars’ etc. The current trend is to do a needs analysis by surveying your customers or employees, then build the relevant training programs around the results.
- Customers and employees appreciate that senior management has not lost touch with their needs. So grab this opportunity and make sure that the “Captain of the Ship” authors the survey. By showing that the captain cares about customer and employee relations, credibility and added value will be gained.
- Sales presentations have traditionally been one-sided affairs – “Let me tell you what a wonderful product/service we have for you…” Instead, asking your customers about their needs allow your sales staff to focus on ways to better serve them. The results are that you work together, as partners.
- Do you want all the details, or just the facts? Busy executives are looking for the overall picture – a concise executive summary - rather than long, detailed reports. Don’t buy what you don’t need.
- Determining the effectiveness of your customer and employee relations programs can be difficult. A survey will identify how programs are performing , and will establish a Benchmark to measure progress.
The bottom line, customer and employee surveys are much more than “just research”. They allow an organization to accurately access customer needs, as well as to discover ways to ensure that their employees are working effectively to meet those needs.
A recent survey by consulting firm Bain & Co., separates the fads in management tools from the systems that really pay off. After surveying 463 companies, Bain found that of 25 commonly used management tools, the two most popular were mission statements, with a whopping 94% usage rate, followed closely by customer surveys at 90%. Total Quality Management, or TQM, came in third with 76%. Bench making and re-engineering was next.
Customer surveys, the second most common tool, provided the most financial benefit . What matters most is applying the right tool to the right job.
Maintaining control of these projects is essential to the success of your enterprise. A properly conducted survey can serve as a springboard to increased sales and customer/employee relations. So are surveys research or public relations?
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