It's clear that technology companies are failing to adopt a robust approach to measuring customer satisfaction
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London (Vocus) February 11, 2009
Research carried out by customer insight specialists Tiger Lily Vanson Bourne, today reveals that IT and business decision makers feel unloved as a result of technology suppliers' approach to customer satisfaction measurement. The study was conducted with over 250 IT and business decision makers in the UK to gain their perspective on the value of customer satisfaction surveys. The findings highlight the need for technology providers to reconsider the purpose of customer satisfaction research, how they conduct it and what they ultimately do with the results.
Overall, IT suppliers are seen as dispensing a sporadic, superficial love, failing to measure 40% of UK IT decision makers' levels of satisfaction, while almost 60% of decision makers who are surveyed, are not actually asked questions that reflect what matters most to them.
However, measuring customer satisfaction is a key loyalty driver, as 50% of IT and business decision makers interviewed stated that customer satisfaction programmes carried out by their suppliers highly influenced their decision to stay with that supplier. Moreover, a higher proportion of decision makers are highly influenced when IT suppliers adopt a formal, regular approach towards customer satisfaction measurement, suggesting that the quality of the interview experience directly impacts loyalty.
IT Suppliers Take Note: Stop Paying Lip Service
Clients describe a sense of frustration in that their IT suppliers show inadequate commitment to relationship improvement - nearly one third of IT heads receive no feedback or details of actions taken by IT suppliers following a customer satisfaction survey. In the words of one IT decision maker: "It varies, sometimes it appears we're really being listened to, other times it's a company just going through the motions."
"It's clear that technology companies are failing to adopt a robust approach to measuring customer satisfaction," commented Graham Opie, Tiger Lily Vanson Bourne. "Our findings suggest that IT decision makers receive little value from participating in customer satisfaction surveys, and, as a result customer loyalty is at risk. IT suppliers simply need to show that they take their customers' issues seriously. "
Get Up Close & Personal
Respondents were also asked to give direct feedback to suppliers. When asked for a recommendation for technology providers to improve how it measures satisfaction, responses revealed three key steps:
- LISTEN: 'Tune-in' to your customer and really listen to their needs and concerns; get up close and personal, ensure that the customer satisfaction process involves a personal discussion
- ACT: When you ask what's good/bad of your customer, make sure you act upon it
- RESPOND: Provide feedback and manage expectations - tell your customer what you've heard and the actions you've taken; be specific, make it relevant, make sure that what you feedback to your customer is specific to their needs
About Tiger Lily Vanson Bourne
Tiger Lily Vanson Bourne are customer insight specialists for the technology sector. We provide focused insight-to-action programmes to help technology suppliers gain a much better understanding of their customers' needs, identify actionable insights and drive business improvements to enhance their customers' satisfaction and loyalty.
Research Findings Available on Request:
A Perspective on Customer Satisfaction Research from IT & Business decision makers
Tiger Lily Vanson Bourne
Tiger Lily Vanson Bourne
Tel: 01344 724689