Customer Satisfaction

Our experience with customer satisfaction research

At Vibrand we have over 25 years of experience in conducting a range of customer satisfaction studies including both retail and brand based studies. These include a range of areas such as FMCG, retail, healthcare, finance, media, telecoms, etc.

In addition to conducting studies on customer satisfaction, we have experience in conducting employee based research to understand the internal experience of employees of the corporate brand, the corporate environment and the culture. While employees are not seen as customers, their feedback and engagement with customers is often invaluable for identifying areas for brand/organisational improvement.

What is customer satisfaction research?

Customer satisfaction research aims to understand how satisfied customers are with a company’s products or services. The primary aim is to improve customer loyalty and retention by identifying areas for improvement, whether this be product/service quality, a more streamlined customer experience or better customer communication.

Why conduct customer satisfaction research?

Customer satisfaction research ensures that a business is able to improve customer retention, improve delivery and drive profitability, by making strategic decisions that are based on data, rather than on hunches.

Reasons to consider conducting customer satisfaction research include:

  • Improving customer retention. An understanding of your customers’ needs enables you to identify areas of lower performance and ways to improve the customer experience. To illustrate, Barnes and Noble in the US identified the threat of digital readers and online sales to their brick and mortar stores. In response they developed a successful e-commerce platform to improve their customer retention.
  • Increase customer acquisition. Satisfied customers are more likely to return, as well as recommend your business to other customers, thus increasing your customer base.
  • Improve brand reputation. By addressing areas where you may be falling short you can improve your brand reputation and your customers’ relationship with your brand. For example, with the stronger focus on health in snacks and with local schools actively monitoring learner lunchboxes, snack brands have moved to healthier ways of preparing their products.
  • Stay ahead of competitors. By monitoring your customer satisfaction levels you ensure that you keep your finger on the pulse, remain relevant in your industry and keep ahead of competitors. Blockbuster is a classic example of a brand that lost relevance when it failed to pay heed to the increasing popularity of online streaming, e.g. Netflix. It ultimately closed because customers no longer wanted DVD rentals.
  • Increase profitability. Through understanding your customer needs and implementing ways to better meet these, you can increase loyalty and retention, which can lead to better sales and ultimately increase profitability.
How do we conduct customer satisfaction at Vibrand ?

There are a variety of ways in which we conduct customer satisfaction with the approach being dependent on the client objectives:

  • Focus Groups – this involves having group based conversations with current customers, potential customers, competitor customers or lapsed customers about their experience of brand, product or service. Note that speaking to the above different types of customers can be highly effective in understanding a wide range of customer experience.
  • Digital Depth Interviews – these are one on one qualitative interviews conducted via WhatsApp with a sample of customers over the course of 3 days. The advantage of this approach is that we can reach customers over a range of geographies in a cost effective way.
  • Surveys – this is a quantitative approach that can be conducted online, telephonically or face to face with a large sample of customers in order to gather data on their experience as customers, pain points, areas for improvement, etc.
  • In-store customer interviews – this is a quantitative approach which uses a face to face interview with customers at the point of sale/in-store to explore their levels of satisfaction with the total customer experience.
  • Net Promoter Score – this is included as part of a quantitative survey. It is a metric used to measure customer loyalty and satisfaction by asking customers how likely they are to recommend a brand, product or service to others.