How to define research objectives to design and customer experience survey.

1. Kinesis CEM, LLC
The Key to Customer Experience Research Success – Start with the Objectives
https://blog.kinesis-cem.com/2014/05/19/need-research-to-be-more-actionable-start-with-the-objectives/
Eric Larse is co-founder of Seattle-based Kinesis, which helps companies plan and execute their customer experience strategies.
Mr. Larse can be reached at elarse@kinesis-cem.com.
http://www.kinesis-cem.com
http://www.kinesis-cem.com/customer_surveys.shtml
kinesis-cem.com 206.285.2900 info@kinesis-cem.com
The Key to Customer Experience
Research Success:
Start with the Objectives

2. Define
Objectives
First
How to make
research
actionable?

3. First, generate a
list of everything
you want to know
as a result of the
research.
Defining
Objectives is
Simple

4. • How satisfied are our customers?
• Which key factors drive satisfaction among
our customers?
• What are the causes of customer
dissatisfaction?
• How can we measure customer
satisfaction over time?
• Which business processes can most
Improve customer satisfaction and
increase our financial returns?
• How can we measure the relationships
between customer satisfaction,
profitability and purchase or retention
behavior?
• How can we evaluate our customers’
referral activity?
• How can we measure the value of our
customers’ purchasing behavior?
• How can we identify changes in our
customers’ purchasing or referral
behaviors over time?
For example:
You might come up
with the following
list:

5. Map each of your
questions to a
specific research
objective
Next
Consider the following examples:

6. How satisfied
are our
customers?
Objective:
Determine the level of
customer satisfaction and
provide a reference point
for other satisfaction-
based analysis.

7. Which key factors
drive satisfaction
among our
customers?
Objective:
Identify which service
attributes drive satisfaction
and which investments
yield the greatest
improvement in customer
satisfaction.

8. What are the
causes of customer
dissatisfaction? Objective:
Identify moments of
truth where the danger
of customer attrition is
highest.

9. How can we
measure customer
satisfaction over
time?
Objectives:
Track changes in
customer satisfaction
over time.
Determine if changes in
satisfaction are
significant.

10. Objectives:
Link key service
attributes to specific
business processes.
Identify which processes
maximize ROI.
Which business
processes can most
improve customer
satisfaction and
increase our financial
returns?

11. How can we measure
the relationships
between customer
satisfaction,
profitability and
purchase or retention
behavior?
Objective:
Identify the relationship
between customer
satisfaction and customer
behaviors such as retention,
purchase behavior, and
likelihood of referral, which
drive profitability.

12. How can we
evaluate our
customers’ referral
activity?
Objective:
Conduct loyalty-based
customer satisfaction
analysis, using net
promoters and customer
advocacy as a measurement
for customer loyalty.

13. How can we measure
the value of our
customers’ purchasing
behavior?
Objectives:
Determine the relationship
between customer satisfaction
and purchase behavior.
Identify the ROI of satisfaction-
based management.
Make a financial case to all
stakeholders (management,
employees and shareholders)
that the customer experience
impacts financial performance.

14. How can we
identify changes
in our customers’
purchasing or
referral behaviors
over time?
Objectives:
Continue to track the
relationship between
satisfaction and purchase
behavior.
Analyze satisfaction by
customer segments and the
financial value of each
individual segment.

15. You now have a
road map to
inform all
subsequent
decisions
Once a clear set
of objectives is
defined….

16. Sample FrameDecisions Like

17. Data Collection Decisions Like

18. Survey
InstrumentDecisions Like

19. Analysis Plan Decisions Like

20. Start With The
Objectives
Just
Remember