Customer satisfaction research

CTMA's customer satisfaction and loyalty research produces clearly actionable findings that focus on the profitability of good service and the cost of poor service.

Our portfolio of research services is more than simply an approach to satisfaction measurement.  Our research solutions help organisations establish a baseline of customer satisfaction and loyalty, identify sources of customer dissatisfaction, prioritise remedial actions, track ongoing service quality and actively manage customer satisfaction, loyalty and advocacy upwards.

Baseline research:

Customer satisfaction and loyalty baseline

CTMA’s customer satisfaction and loyalty baseline study is designed to establish an external measure of customer satisfaction and loyalty and to identify specific areas of poor performance and sources of customer dissatisfaction.  It also identifies key aspects of customer complaint and word-of-mouth behaviour and provides a measure of the organisation’s effectiveness in responding to customers.

The study sets out to identify a set of clearly actionable customer-driven product and service quality improvement opportunities.  These typically include a combination of strategic and tactical issues prioritised in terms of frequency of occurrence and their impact on customer satisfaction and loyalty.

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Ongoing satisfaction tracking:

Customer satisfaction tracking programmes

CTMA's ongoing customer satisfaction-tracking programmes function as an operational management tool.  They monitor and support the management and improvement of the ongoing service quality of specific customer processes and customer interactions such as those in call centres, financial services, retail networks (supermarkets, restaurants, garden centres etc.), passenger travel, hospitality etc.

Monitoring satisfaction with brands, service and relationships, the programmes focus on management outcomes to track and manage performance against key drivers of customer satisfaction and loyalty to reduce the number of problems experienced by customers and to increase re-purchase, brand loyalty and advocacy. The programmes help managers:

• Review overall performance (in terms of customer satisfaction and loyalty) and the management of department level issues

• Identify high and low performing individuals (location, branch, route, CSR etc.), track performance trends and consider possible external influencing factors

• Identify performance strengths and weaknesses for each individual (location, branch, route, CSR etc.) and use the results to manage improvement

• Develop customer-driven service levels and response standards to maximise return on service investment.

CTMA's tracking programmes are specifically designed to be immediately actionable, allowing the manager to review the results quickly and plan remedial actions with minimum effort.

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