Customer survey is an important business tool which is used to test for long-range objectives or goals of either providing services or offer of products to customers by an organization. It can also be used to determine the progress of an organization as far as its operations are concerned and focus on the implementation of any customer feedback for appropriate satisfaction. The survey is crucial in determining customer’s satisfaction on the ability for any business involvement in decision making, product manufacture by the business or the organization, feedback, commitment to meet the demands of service delivery and the realization of the business performances. In order to determine various measures to impose on the business for convenient progress of the customer’s survey beliefs, a comprehensive research need to be carried out to ensure that customers are maintained within a business’ guiding policies.
The survey can be used for in testing business customers’ needs and the capacity to satisfy their growing product demands.
What are the requirements by the customers in relation to the innovation of the products? What other additional features that customers may wish to see on or in the product? Therefore when carrying out the customer survey, such questions are important to give a guideline of the intended products or services. Customers response should give a green light of whatever is in mind of the both the technical team and the management at large. Customer give a demographic of the product they want hence leaving other obligation to the organization to work towards attaining these demands. If the design should meet some emerging market trends, then customer’s survey will be able to demonstrate what exactly is in the mind of the customers hence leaving other part to be played by the organization (Hayes 28).
Do the products and services to be offered to the customers meet their economic demands? Are the prices within the customers’ reach in terms of their living standards? The customer survey here is significant in finding out whether the customer who will be the product consumer will be able to buy the products. When a product is being designed before production is made, all the economical standards of the intended customers of the product in question are taken into consideration. This is because before production is made, the organization should determine the possible market for the product. It should therefore ensure that before production is done, the goods or services already have readily available customers, which is possible out of the customer’s class or standards. If the customers responses to the product is seen to be okay then the organization can go ahead to regulate the products in a way that meets these demands.
What is the consumer protection and regulatory board requirements of the product and manufacturers? How are the prices of a given products set? Do they meet the requirement of the pricing strategy in order to avoid consumer price exploitation? The customer survey is significant in researching the customer’s price requirements for the products. When an earlier survey is done then it is quit easier to know the products components and the minimum or maximum production costs of a product to avoid losses (Deseran, Travis, Johnson & Stutzman 201)
Similarly, in the customer survey, the nature of customers is determined by the organization. The survey should try to find out what is the duration of the product or services in regard to the market target and for how long are intended to serve its purpose? For how long would the product in question will require a given set of people? Is there a possibility for the target group of people to change? This in relation will help the organization to make any possible adjustments in order to accommodate other groups of target customers to enable the product hence a reasonable long period of time without becoming obsolete. Finally, the customer survey should be formulated in a manner that will enable an organization to meet all the products and service demands so as to satisfy the target market of those products and services.
Deseran, Travis, John Johnson, and Mary Stutzman. Customer Survey of Government Officials: Final Report to the Florida Department of Transportation. Tallahassee, Fla: FSU Survey Research Laboratory, 2001. Print.
Hayes, Bob E. Measuring Customer Satisfaction and Loyalty: Survey Design, Use, and Statistical Analysis Methods. Milwaukee, Wis: ASQ Quality Press, 2008. Print.
Using Customer Needs to Drive Transportation Decisions. Washington, D.C: Transportation Research Board, 2003. Print.