{"id":4421,"date":"2011-05-25T12:09:08","date_gmt":"2011-05-25T12:09:08","guid":{"rendered":"http:\/\/www.questionpro.com\/?p=4421"},"modified":"2011-05-25T12:09:08","modified_gmt":"2011-05-25T12:09:08","slug":"the-marketers-guide-to-an-iso-ready-customer-satisfaction-survey-that-actually-improve-your-sales","status":"publish","type":"post","link":"https:\/\/www.questionpro.com\/blog\/the-marketers-guide-to-an-iso-ready-customer-satisfaction-survey-that-actually-improve-your-sales\/","title":{"rendered":"The marketers guide to improve your CX sales"},"content":{"rendered":"<h2>\u00a0ISO- Ready customer satisfaction survey that actually improve your sales<\/h2>\n<p>If you&#8217;re an industrial business that has to comply with ISO 9001 or any other derivative of an international manufacturing standard such as TS 16949 for those supplying the automotive industry or maybe GMP for those supplying pharmaceuticals and healthcare, then running an annual customer satisfaction survey is a condition of doing business in your industry.<\/p>\n<p>Any international manufacturing certification (such as <a href=\"http:\/\/www.iso.org\/iso\/catalogue_detail?csnumber=21823\" target=\"_blank\" rel=\"noopener noreferrer\">ISO 9001<\/a>, <a href=\"http:\/\/www.ts16949.com\/index.html\" target=\"_blank\" rel=\"noopener noreferrer\">TS 16949<\/a>, or GMP) requires regular customer satisfaction surveys and they also require that those survey results drive the improvements in the business. \u00a0And it&#8217;s not just the ISO folks that require it. \u00a0Companies who are applying for quality awards such as the <a href=\"http:\/\/www.nist.gov\/baldrige\/\" target=\"_blank\" rel=\"noopener noreferrer\">Malcolm Baldridge Award<\/a>\u00a0also require a robust customer satisfaction survey process that yields results that actually improve the business system.<\/p>\n<p>Looking to start a survey? Check out these <a href=\"https:\/\/www.questionpro.com\/survey-templates\/customer-satisfaction-surveys\/\" target=\"_blank\" rel=\"noopener\">free customer satisfaction survey templates<\/a>.<\/p>\n<h2>Criteria for a valid customer satisfaction survey for ISO certification<\/h2>\n<p>Well, there aren&#8217;t any specific criteria. ISO 9001 won&#8217;t tell you HOW to do your <a href=\"https:\/\/www.questionpro.com\/survey-templates\/customer-surveys\/\" target=\"_blank\" rel=\"noopener noreferrer\">customer satisfaction survey<\/a>, but they will tell you what you should be able to do with the results:<\/p>\n<ul>\n<li>Determine how well you&#8217;ve performed with your customers<\/li>\n<li>Figure out what unmet needs your customers have that you can deliver<\/li>\n<li>Generate ideas for new products or services<\/li>\n<li>Identify new opportunities<\/li>\n<\/ul>\n<p>Don&#8217;t let this be an excuse to just create any old customer satisfaction survey. Because it will come back to bite you in the end. Use the freedom that the <a title=\"International Organization for Standardization\" href=\"http:\/\/www.iso.org\/\" rel=\"homepage\">ISO standard<\/a> allows to create a customer satisfaction survey that achieves all these points and then some.<\/p>\n<h2>Setting objectives for your survey<\/h2>\n<p>The good news is that the standard has actually set some general objectives that you can use as a baseline or guideline to get you started. \u00a0Your job would be to put some specifics behind those objectives.<\/p>\n<p>WARNING &#8211; make your objectives as specific as possible. You can&#8217;t put an improvement team on the task to improve something general such as &#8220;overall satisfaction&#8221; if you don&#8217;t know what specific elements are behind that.<\/p>\n<h2>Creating Customer Satisfaction Survey Questions That Meet Objectives and Drive ISO Improvement Measures<\/h2>\n<p>The first objective is to\u00a0<strong>determine how well you&#8217;re meeting customers&#8217; expectations.<\/strong>\u00a0 Simply asking the question as &#8220;Rate how well has (COMPANY X) met your expectations&#8211; on a scale of 1-10. \u00a0Will give you nothing but garbage. \u00a0Say the results came back as having an average rating of 5.8 out of 10 in meeting your customer&#8217;s expectations. \u00a0What changes would you put in place to increase that score? \u00a0You don&#8217;t know because you didn&#8217;t ask that. \u00a0You asked a general question about their expectations instead of a specific one.<\/p>\n<p>The way to solve this problem is by using an Importance\/Satisfaction style question. \u00a0Create a list of attributes that are important to your customer \u00a0(such as having a real person answer the phone) \u00a0then have them rate how important that is to them and then have them rate their level of satisfaction with YOUR company.<\/p>\n<p>If you\u2019re interested in Customer Experience topics, we think you might enjoy reading: <a href=\"https:\/\/www.questionpro.com\/cx\/csat\/nps-vs-csat.html\" target=\"_blank\" rel=\"noopener\">NPS vs CSAT surveys<\/a><\/p>\n<h2>And here&#8217;s a nice little twist you can do<\/h2>\n<p>Use the Loop function and ask them what other alternatives they use, and have them rate YOUR competitors&#8217; performance as well.<\/p>\n<p>These results are GOLDEN and will yield a chart that will show you exactly what&#8217;s important to your customer and to what degree you and the competition are meeting those expectations. \u00a0Not only THAT, but it will also attack those other objectives of identifying new opportunities, finding unmet needs as well as generating new product and service ideas! All of that was accomplished with just one series of questions.<\/p>\n<h2>Net Promoter Score is JUST as relevant to industrial customers<\/h2>\n<p>Industrial consumers are people too. They are not robots, they speak, they send an email, they hang on Facebook, LinkedIn Groups, Twitter and use the same products and services that regular consumers do. \u00a0Just because they work for an organization that sells heavy-duty machinery or some kind of widget doesn&#8217;t mean that they leave their human-ness at the door.<\/p>\n<p>That said, industrial purchasers actually talk to each other and refer the companies, products, and services that they use. \u00a0In fact, in my research, I&#8217;ve discovered that many loyal supplier relationships are formed via referral. \u00a0And if you&#8217;ve ever seen industrial websites, you&#8217;d notice that search engine optimization and marketing savvy aren&#8217;t exactly what attracts customers &#8211; its word of mouth.<\/p>\n<h2>Net Promoter Score<\/h2>\n<p>In every customer satisfaction survey that you do, include the <a href=\"https:\/\/www.questionpro.com\/blog\/2009\/04\/15\/industry_net_promoter_scores_a\/\" target=\"_blank\" rel=\"noopener noreferrer\">Net Promoter Score<\/a> question. \u00a0&#8220;How likely are you to refer (COMPANY X) to a friend or a colleague?&#8221;<\/p>\n<p>Notice that I&#8217;ve adjusted the question to read &#8220;colleague&#8221; instead of a family member. I did this because so many of my clients don&#8217;t like to use &#8220;family members&#8221; for industrial products. Of course, I disagree with this approach. I think that using the term &#8220;family member&#8221; actually connotes a certain level of goodwill.<\/p>\n<p>You would NEVER refer something to a friend or family member that you didn&#8217;t think was in their best interest. To me, it connotes a higher level of trust. But use your judgment and the phrase that works best for your industry.<\/p>\n<p><span data-preserver-spaces=\"true\">That is why we introduced\u00a0<\/span><a class=\"_e75a791d-denali-editor-page-rtfLink\" href=\"https:\/\/www.questionpro.com\/features\/advanced-net-promoter-score.html\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-preserver-spaces=\"true\">NPS+<\/span><\/a><span data-preserver-spaces=\"true\">, to take on the challenges of too many surveys, too many questions, and still not having enough answers. Being able to understand root cause,\u00a0<\/span><a class=\"_e75a791d-denali-editor-page-rtfLink\" href=\"https:\/\/www.questionpro.com\/cx\/nps\/predictive-churn.html\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-preserver-spaces=\"true\">measuring churn<\/span><\/a><span data-preserver-spaces=\"true\">, and developing new ideas through\u00a0<\/span><a class=\"_e75a791d-denali-editor-page-rtfLink\" href=\"https:\/\/www.questionpro.com\/cx\/nps\/innovation-co-creation.html\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-preserver-spaces=\"true\">customer co-creation<\/span><\/a><span data-preserver-spaces=\"true\">\u00a0are some of the great benefits of this approach<\/span><\/p>\n<p><span data-preserver-spaces=\"true\"><strong>QuestionPro offers some of the most advanced customer experience tools available.<\/strong> Gain valuable insights into your customers\u2019 thoughts and feelings using\u00a0<\/span><a class=\"_e75a791d-denali-editor-page-rtfLink\" href=\"https:\/\/www.questionpro.com\/cx\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-preserver-spaces=\"true\">QuestionPro CX software<\/span><\/a><span data-preserver-spaces=\"true\">\u00a0today.<\/span><\/p>\n<p style=\"text-align: center;\"><span style=\"font-weight: 400;\"><a class=\"square-cta secondary-lined-cta\" href=\"https:\/\/info.questionpro.com\/meetings\/kenneth-peterson\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>Book Demo<\/strong><\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u00a0ISO- Ready customer satisfaction survey that actually improve your sales If you&#8217;re an industrial business that has to comply with [&hellip;]<\/p>\n","protected":false},"author":128,"featured_media":126544,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[169,245,341],"tags":[377],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The marketers guide to improve your CX sales | QuestionPro<\/title>\n<meta name=\"description\" content=\"ISO standard: Don&#039;t let this be an excuse to just create any old customer satisfaction survey. Because it will come back to bite you in the end. Read more.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.questionpro.com\/blog\/the-marketers-guide-to-an-iso-ready-customer-satisfaction-survey-that-actually-improve-your-sales\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The marketers guide to improve your CX sales | QuestionPro\" \/>\n<meta property=\"og:description\" content=\"ISO standard: Don&#039;t let this be an excuse to just create any old customer satisfaction survey. Because it will come back to bite you in the end. 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