How do you listen to your customers / clients?

Jenny Wilding, Allison Maltby and

Jason Dagless

4th October 2011

Research Plus+ Helping you listen to your customers

Overview Some key findings from the survey “Do you listen to

your customers?”.Jason’s experience of listening to his customers.Allison’s experiences of listening to her clients.Some final thoughts.

Research Plus+

Survey: “Do You Listen to Your Customers?”

First week in October is National Customer Service week.

We carried out an on-line survey in summer 2010 asking businesses whether they listen to their customers and if so how.

The survey was a way for us to find out more about our potential customers and their needs.

Half day event on customer service in October 2010.

Research Plus+

Who took part in the survey?A total of 167 responses. Many small businesses,

including sole traders and partnerships (44%). Wide range of products and services. Both business to business (B2B) and business to

customer (B2C).84% had taken action to listen to their customers

in the previous 12 months.52% had a formal system to find out the views of

their customers.10% had help from an independent organisation.

Research Plus+

Methods used to find out their customers’ views

9% 7% 6% 5%

56%

86%

13%19%22%23%

0%

20%

40%

60%

80%

100%

Speak to them inform

ally

Feedback form

s

Email surve

y

Face to face interviews

On-line su

rvey

Telephone surve

y

Focus groups

Mystery shopping

Postal su

rvey

Other

Reasons for not listening to their customers

13% 13%

38%

46%

13%17%

33%33%

0%

20%

40%

60%

Not got round to it

Do it inform

ally anyway

Customers let us know if n

ot happy

Too busy

Have not really thought a

bout it

Undergoing major c

hanges

Do not have the sk

ills to do it

Not sure if w

e want to kn

ow what they think

A Round Tuit

Reasons for not listening to their customers

13% 13%

38%

46%

13%17%

33%33%

0%

20%

40%

60%

Not got round to it

Do it inform

ally anyway

Customers let us know if n

ot happy

Too busy

Have not really thought a

bout it

Undergoing major c

hanges

Do not have the sk

ills to do it

Not sure if w

e want to kn

ow what they think

Changes made leading to improvements in:

64% 62%

52%

83%83%

66%72%74%

77%

0%

20%

40%

60%

80%

100%

Customer s

atisfactio

n

The way you operate

Referrals fro

m customers

Customer re

tention

Staff morale

Public profile

/ PR

Amount sold to each cu

stomer

Staff effic

iencyProfits

Summary of the survey Most businesses are listening to their customers.Use a wide range of methods to do this.Most are not currently using a professional research

company to assist them, but a third think this is the best way to find out.

85% made changes after listening to their customers. Most said that the changes had a positive impact on their customer service and other aspects of their business.

Just over half reported improved profits.

Research Plus+

Listening options Four levels of listening:

Maintain records on your customers.Re-active listening: wait until customers complain

before you listen.Partially pro-active: provide opportunities for

customers to provide feedback if they wish (feedback forms available etc).

Fully pro-active: actively seek customers’ views on a regular basis. Using systems that are suitable to your business and convenient for your customers.

Use the information to make changes to improve your business and profits.

Research Plus+

Jason’s experiencesOn-line survey.Impartial external expertise to develop / run the

survey.Do not be afraid to ask – silence is deafening.Confirmation you are on the right track.Information for continuous improvement.

Research Plus+

Allison’s experiencesEmail and postal survey.Refined previous questionnaire.Improvements in client comfort.Confirmation of excellent customer service.Feedback on website.New testimonials for website / leaflets.Improved client database.

Research Plus+

Benefits of listening to your customers

Shows your customers that you value them.Reminds them that you exist.Gain confirmation of what you are doing right.Find out what needs to be changed.Opportunity to increase your profits.Obtain new testimonials for marketing. Renewed confidence to move forward in your

business.

Research Plus+

Thank you for listening

Jenny Wilding and Mark Bartonwww.research-plus.co.uk

Allison Maltbywww.kinesiology4health.co.uk

Jason Dagless www.norfolkitservices.co.uk

Email us for a copy of the full presentation on the 2010 survey: info@research-plus.co.uk