Archive for the ‘Case Study – Customer Satisfaction’ Category

Archive for the ‘Case Study – Customer Satisfaction’ Category

Customer Satisfaction Survey – Mixed Methodology

Background

Specflue is the UK’s number one supplier of flue, chimney and renewable energy solutions, based in Sudbury Suffolk and Honiton, Devon. The business was founded in 1992 as an independent company, with the guiding principles of innovation, the provision of top class products and outstanding service. These elements allowed Specflue to grow into a leader in its sector.

Mackman Research was commissioned to conduct a benchmark customer satisfaction survey on behalf of Specflue. The study was carried out to help Specflue improve the overall quality of customer service. The aim was to gain more insight into current service levels, identifying strengths and weaknesses to help Specflue implement changes to foster competitive advantage and ascertain future development requirements to enable them to further grow their business.

Approach

In collaboration with Specflue managers, Mackman Research designed a questionnaire based on the objectives, to help assess and measure the level of customer service provision across different commercial sectors and all areas of their day-to-day business. Clients were invited by a letter from the National Sales Manager of Specflue to take part in the survey. Specflue provided a large contacts database containing information which was subsequently used to subdivide data by business area and location.

Specflue provided individual contact details. Survey participation was in the form of a telephone interview, lasting approximately six minutes with a Mackman researcher. In addition, customers who were unobtainable by telephone and had a valid email address supplied, were invited to take part through an online version of the survey. The survey consisted of closed questions and open questions. Numerous attempts were made to book a convenient time to conduct the survey with as many contacts as possible in the six week time scale.

Results

From Specflue’s customer population, the research achieved a confidence level of 95% and a confidence interval of +/- 5.49%.

There was a positive response to Specflue’s customer satisfaction survey with a higher number of contributors than estimated in the set timescale. Mackman Research achieved 25% above the target response rate. It is very clear that Specflue have a loyal customer base who trade with them because of the quality of service they receive. The overall results for Specflue demonstrate excellent levels of service for their industry sector and highlighted areas where further improvement can be made. Mackman Research identified a number of key areas for development and recommended activities to influence customer satisfaction going forward. The study also informed Specflue about potential future developments for the business and provided competitor information.

Specflue

Client Satisfaction Survey – Telephone Interviews

Background

Baker Tilly is a leading independent firm of accountants and business advisers that specialises in providing an integrated range of services. The firm has national coverage through its network of offices and is represented internationally through its independent membership of Baker Tilly International. Mackman Research was commissioned to survey clients across the East Anglian region on behalf of Baker Tilly. The survey measured the overall satisfaction levels of Baker Tilly selected clients and their experience of dealing with Baker Tilly.

Approach

Mackman Research designed a client satisfaction questionnaire in accordance with Baker Tilly’s requirements. Mackman Research was supplied with a sample of Baker Tilly’s contact database. The sample was pre-selected by Baker Tilly. Clients were asked to participate in a telephone interview lasting six minutes with a Mackman researcher. Mackman Research made numerous attempts to reach as many potential respondents as possible over a four week period. The survey consisted of 15 closed questions and 3 open questions.

Results

The client satisfaction survey achieved a 62% response rate. Because the supplied contact data was pre-selected, we were unable to comment on how representative the findings were to the entire client database. The findings presented an exhaustive insight into clients’ opinions of Baker Tilly services and overall satisfaction levels, identifying areas of strength and where improvements were needed. The findings contained a large amount of verbatim, which was varied and valuable in identifying and assessing priority action points arising from the results.

Mackman has undertaken research for a number of regional Baker Tilly offices as well as the National Head Office located in London.


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