Of course, the wording and answer choices should be tailored to your precise requirements.
Asking the Right Questions
Always capture Demographics to enable more robust analyses and informed decisions. Try to determine whether age, gender, income, or geographic location correlate in any way, and be prepared to align your marketing communications towards specific segments of your market accordingly. Customer satisfaction market research provides those answers. Although not always asked, in some cases, it would be helpful to know whether a product was purchased for personal use or as a gift. And returning for a moment to the airline industry, knowing whether a passenger travels for business or leisure could likely influence how they react to the extra cost of an aisle seat vs. an onboard movie.
Choosing the Right Methods
Sometimes, qualitative research, such as focus groups, can be conducted to understand what satisfies (or does not satisfy) customers. You can then incorporate your research findings into future survey questions. Since it is hard to deny that it is far more cost-effective to keep a current customer than to replace one, it is not only essential to maintain satisfied customers who make repeat purchases but to realize that these very same people may help to attract new customers via positive word of mouth and social network comments.
Begin to develop a customer satisfaction market research plan to gain initial and ongoing feedback that can positively impact your customers’ perceptions of your company and its products or services. Consider tracking your results at least once a year. You may eventually decide to integrate Customer Loyalty, Voice of the Customer (VOC), and other related methods that provide complementary insights into an overarching program aimed at knowing your customers better.