What to do with the results of a survey ?

November 7, 2018 | Mireille Fortier
1 min

Customer satisfaction survey


The customer satisfaction survey is an indispensable marketing tool for any manager. A customer satisfaction survey allows you to understand how your customers perceive your products and services. It also helps to identify customer satisfaction rates on various elements: general satisfaction, customer service, product quality, sustainability, after-sales service, etc.

I often get asked by clients how to maximize this valuable information from the survey. Here are some examples of all you can, and should, do with this data:

1) Share the great news:

  • On the Facebook and/or Linkedin pages of the company: display one or some of the main results of the survey.
  • On the corporate blog, newsletter and in the employee journal: publish a summary of the most important results.

2) Involve employees:

  • Present the results of the survey to employees.
  • Discuss and identify areas for improvement for each department.
  • Identify possible solutions to increase customer satisfaction.

3) Review your marketing strategy:

  • Identify, or further segment, your target market.
  • Identify your competitive advantage based on the perceived strengths of your brand or product.
  • Develop an SEO, customer acquisition, or retention strategy based on the results shared by current, happy, customers.

4) Review your communication strategy:

  • Develop your communication axis according to what is important for your customers or modify your current communication plan to change certain perceptions.
  • Adapt your media placement strategy to the media profile used by your target audience.
  • Improve your overall communication strategy and increase the notoriety of the company.

Also, it’s a great idea to do the survey every 2 or 3 years in order to see progression following the actions carried out following the initial survey.

You may also like

How to evaluate your company’s strategic alignment?

As most entrepreneurs would attest, aligning towards a common goal is vital for any business. Countless hours are devoted to deliberating over the business strategy, but the question remains: Is everyone truly on the same page ? On going research cited in this Harvard Business Review article reveals that strategic misalignment is a common occurrence. […] 3 min

Setting SMART Marketing Objectives

An apple a day keeps the doctor away. A penny saved is a penny earned. Setting SMART objectives makes good business sense. But let’s be honest how many of us make the time to sit down and really map out our marketing objectives? Sales, growth, or profit objectives are very common but marketing objectives are […] 2 min

Find out how these concepts apply to your organization

Book an appointment