Keeping customers satisfied is a top priority for any successful company.  But during the economic storm that struck most recently, many companies have battened the hatches and done their best just to hang on.  Indeed, doing more with less has often meant simply maintaining current accounts and focusing on prospecting to grow revenue.  However, if you’re a company looking to increase sales, have you considered conducting a customer satisfaction survey?

Admittedly, the purpose of customer satisfaction research is not to sell.  However, it is well known that whatever you measure tends to increase (the Hawthorne Effect) and increased satisfaction may lead to more use of your product or service.  In fact, during a recent survey project, we noticed an exciting trend.  After reviewing what’s most important to the respondents and allowing respondents to voice any praise or concerns, we asked if they anticipated needing additional work from the client’s other divisions during the upcoming year.  This led to a number of leads, which wouldn’t have been uncovered without taking the time to check-in with these loyal customers and ask if they have unspoken needs. 

Even if a survey doesn’t uncover new sales revenues, it’s always a good idea to make sure your current customers are happy.  So, is customer satisfaction research in your 2010 marketing plans?

-Jeron Udean

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